DM9 Jayme Syfu Wins Mobile Grand Prix for Turning Cellphones Into Textbooks

Philippines agency's ingenious project

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

CANNES, France—The Philippines, which before this year had won just one Gold Lion and a handful of silvers and bronzes, nabbed the Grand Prix in Mobile here tonight for an inspired campaign by DDB-owned DM9 Jayme Syfu that turned old cellphones into school textbooks.

The Philippines lacks the resources to migrate heavy physical textbooks over to tablets and e-readers, as more developed countries are doing. But the country does have plenty of old mobile phones. Over a six-month period, DM9 and Smart—the country's largest telecom—worked with textbook authors and publishers to translate schoolbooks into 160-character text messages, programmed them into thousands of surplus SIM cards, inserted the cards into old handsets and branded them as TXTBKS.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in