TBWA HAKUHODO WINS GRAPHITE AND WOOD PENCILS AT D&AD AWARDS 2026

TBWA HAKUHODO won Graphite and Wood Pencils at the D&AD Awards 2026 for Smart Eye Camera and Cheer Signs. The former, a smartphone-based diagnostic device, advances accessible eye care, while the latter reimagines cheering as a visual experience. Both projects highlight creativity’s power to drive healthcare innovation and cultural inclusivity.  

TBWA HAKUHODO has added another chapter to its creative legacy with dual honours at the prestigious D&AD Awards 2026, securing a Graphite Pencil for its Smart Eye Camera project and a Wood Pencil for Cheer Signs. The recognition underscores the agency’s ability to blend innovation with cultural resonance, delivering work that not only solves real-world problems but also reimagines how audiences engage with creativity.  

The Graphite Pencil was awarded for Smart Eye Camera (SEC), a smartphone-based ophthalmic diagnostic device developed by OUI Inc., a medical startup from Keio University School of Medicine in Tokyo. The device replicates the diagnostic performance of traditional slit-lamp microscopes but at a fraction of the cost, while offering portability that makes it invaluable in regions with limited access to eye care. By transforming a smartphone into a powerful diagnostic tool, SEC represents a breakthrough in democratising healthcare technology. TBWA HAKUHODO’s role in shaping its communication and design ensured the innovation reached audiences with clarity and impact, highlighting how creativity can serve as a bridge between medical science and everyday accessibility.  

Equally compelling was the Wood Pencil win for Cheer Signs, recognised in the Cultural Influence / Sport & Esports category. Commissioned by the Tokyo Metropolitan Government, the project redefined the act of cheering by converting auditory expressions such as clapping and shouting into purely visual experiences. In a society increasingly conscious of inclusivity and accessibility, Cheer Signs offered a new way for communities to participate in collective celebration without relying on sound. The work resonated deeply in the context of sport and esports, where cheering is integral to atmosphere and identity, yet often excludes those unable to engage in traditional auditory forms. TBWA HAKUHODO’s creative intervention transformed cheering into a universal language of visual signals, reinforcing the idea that design can reshape cultural rituals to be more inclusive.  

The dual wins reflect the agency’s versatility in tackling projects across vastly different domains — from medical technology to cultural innovation. Both Smart Eye Camera and Cheer Signs exemplify how creativity can extend beyond advertising into areas of social impact, healthcare, and civic engagement. For TBWA HAKUHODO, the awards are not merely accolades but affirmations of its philosophy that ideas must matter, whether by solving pressing human challenges or by reimagining cultural practices.  

The D&AD Awards, long considered among the most rigorous benchmarks of creative excellence, continue to celebrate work that pushes boundaries and sets new standards for the industry. Winning a Graphite Pencil signals work of outstanding merit, while a Wood Pencil recognises projects that elevate craft and originality. For TBWA HAKUHODO, these honours reinforce its position as a creative powerhouse in Asia and globally, capable of delivering work that is both visionary and practical.  

As the industry evolves at speed, the agency’s wins serve as a reminder that creativity, when held to the highest standards, can move culture, solve real problems, and create meaningful impact.