MAD STARS has announced its 2026 winners.

Grand Prix of the Year winners  

TBWA\HAKUHODO won the Grand Prix of the Year in the SOLUTION Group with Radio Time Machine for NICHII GAKKAN Co.. The Solutions Group recognises work that demonstrates practical problem-solving through strategy and execution.

When users turn the dial to a specific year, AI generates a radio program based on news, music, and historical context from that period. By combining AI with reminiscence therapy in a familiar radio format, the device is designed to support memory recall and communication for people living with dementia. The device is currently being tested and validated at care facilities in Japan. In pilot research, participants showed an average 8.7% increase in smiles and a 10.0% increase in upper-body gestures, while speech rate increased by an average of 10.8 words per minute.

FP7 McCann won Grand Prix of the Year in the Positive Impact Group with Recipe for Change for ARLA Food. The the POSITIVE IMPACT Group recognises work that drives meaningful social change in areas such as sustainability, diversity, and health.

When war disrupted the brand’s retail distribution in Lebanon, the campaign used recipes from Lebanese women as intellectual property to create a recurring income stream. The recipes were licensed to 96 restaurants across 28 cities, with half of the revenue from each dish going to the woman who provided the recipe.

The initiative has since received more than 350 inquiries from restaurants across Europe, North America, Asia and Oceania, while a digital platform is now being developed to expand the program.

Grand Prix Winners

Film Stars: WOLF BKK, The Kaprao Criminals for Yum Restaurants International Thailan. The campaign also won 3 Gold awards and 1 Silver.

Health Stars: TBWA\HAKUHODO Japan, Radio Time Machine for Nichii Gakkan Co. This also won a Gold award in the Radio & Audio category.

Experience & Activation Stars: Leo Hong Kong, Back to Kai Tak for Cathay. The campaign also won 5 Golds making it one of the most awarded of the night.

PR Stars: Progression CA, Kazakhstan, Humanity Chain for Forte Bank. Also won 2 Golds.

Entertainment for Sports Stars: TBWA\HAKUHODO Japan, Cheer Signs for Tokyo Metropolitan Government.

Branded Entertainment Stars: BBDO Guerrero, Philippines, Safetynovela for Philippine Airlines.

Design Stars: Dentsu Japan, dear difference for The Nikka Whisky Distilling Co.

Strategy Stars: VML Thailand, Soil Stay, for TRA Mongkut Fertilizer. Also won 2 Gold Awards.

SDGs (Sustainable Development Goals) Stars: POP5, Bangladesh, TileChalk, for DBL Ceramics Limited