Cannes Contenders: Japan

Summer 2024 kicked off with strong work, but I’m still waiting to see standout pieces emerge from 2025 especially as AI continues to reshape the creative landscape. 

It’s fascinating to see how brands are either leaning into or pushing back against it, and how Japan’s ad industry is navigating a market that increasingly favors individual creators over traditional agencies. 

Choosing Cannes-worthy campaigns is never easy, but the work below stood out to me. 

A common thread you’ll notice: I’m particularly drawn to inventive uses of technology in a market where tradition-heavy TVCMs still dominate, even as Japan maintains its global reputation for innovation.

Pocari Sweat Your Potential Lies Within

The behind-the-scenes tech here was wild, an AR system capable of compositing 3D objects in real time. But what really stood out was how that tech supported emotion: the visuals felt like a game, and that resonated deeply with me and I am sure with younger audiences. 

It was more than a spectacle: it tapped into a generational sense of motion, energy, and self-belief.

Netflix Tokyo Swindlers [OOH]

I thought it was incredibly clever to use the aesthetic of a public service announcement: it felt grounded and real, which played perfectly into the show's themes. 

The choice of fonts, colours, and placement made the campaign impossible to ignore. 

It turned Shibuya into a living trailer and created serious online traction through smart visual storytelling.

SKYN Human Softness

This concept flipped the idea of connection on its head. Two AI-generated personalities develop a believable emotional bond even ordering pizza together in a conversation that actually took place IRL. 

It blurred the lines between synthetic and authentic love in a way I hadn’t seen before. To me, it was an innovative, tech-forward take on intimacy.

McDonald’s No Smiles

This campaign removed something we all take for granted in Japan: smiling service. The creative choice to document unscripted customer reactions was jarring in the best way. 

It used tension and discomfort to question cultural norms around emotional labour, making viewers reevaluate what “good service” really means. 

Quietly radical, and deeply thought-provoking.

Nike MLB Baseball is Something Else

I had the opportunity to experience this in person, and it was truly something special. 

To celebrate the MLB Tokyo Series, Nike transformed Miyashita Park into a rooftop baseball takeover that went well beyond the game. Fans could watch the live opening matchup from dugout-style seats, customise original merch at a dedicated station, and see MLB highlights streamed across Shibuya’s iconic seven-screen display. 

The mix of urban activations, sports fandom, and real-time broadcasting felt fresh and hyper-local.