TBWA\HAKUHODO Won Honors at LIA Awards
The agency earned Gold and Bronze statues for its work with the Tokyo Metropolitan Government.
Updated on Oct. 2, 2026 in Entertainment — General
TBWA\HAKUHODO secured multiple awards at the LIA Entertainment & Content and Cultural Catalyst event for its "Cheer Signs" project. Meanwhile, AlmapBBDO earned the prestigious Grand LIA for its campaign featuring Johnnie Walker.
Why it matters
These awards recognize creative projects that successfully blend compelling storytelling with entertainment and cultural influence. The LIA categories highlight work that sparks public conversation and establishes new industry trends.
The Entertainment & Content jury awarded one Grand LIA, three Gold, four Silver, and four Bronze statues. Additionally, the Cultural Catalyst category distributed five Gold, two Silver, and two Bronze statues.
The players
TBWA\HAKUHODO
This is a creative agency based in Tokyo that received Gold and Bronze awards for the Cheer Signs project.
AlmapBBDO
An agency based in São Paulo that earned the Grand LIA award for its work on a campaign for Johnnie Walker.
Geoff Edwards
He served as the Jury President for the LIA awards program.
TBWA\Media Arts Lab Singapore
This agency received a Silver award for their production of HVL by MCK, 360º Shot on iPhone.
The details
The Entertainment & Content jury rewarded storytelling that functions as entertainment, while the Cultural Catalyst jury focused on work that sets trends. Additional recognition included a Silver award for TBWA\Media Arts Lab Singapore and finalist status for Wolf BKK and KFC Thailand.
Timeline
October 2026: LIA Entertainment & Content and Cultural Catalyst results were released.
Industry Dynamics
These awards reflect a broader shift where advertising increasingly prioritizes entertainment value and viral cultural impact over traditional commercial spots. Agencies are shifting their focus to create content that naturally integrates into social conversations, mirroring the evolution of global brand marketing strategies.
The award-winning campaigns are designed to reach consumers through social media platforms and digital storytelling rather than traditional television breaks. Audiences can expect to see these creative campaigns integrated into their digital feeds as part of brand marketing efforts.
The takeaway
Creative campaigns that prioritize cultural relevance are increasingly outperforming traditional advertising methods in global competitions. Brands looking to engage modern audiences are prioritizing projects that invite consumer participation and social sharing.
Further reading
For more on industry honors, check out Entertainment — General.
Source note: This article includes information reported by Campaign Brief Asia.
