Current Events Articles


DM9 Jayme Syfu Wins Mobile Grand Prix for Turning Cell Phones Into Textbooks

June 18, 2013

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 cell phones 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 th

Read entire article on Adweek
« Previous Article Next Article »

More From Current Events Articles

  • Inmates Run the Asylum -- 'Literally'
  • Dress Du Jour: Gwyneth Paltrow in Antonio Berardi
  • Here?s a Mild Spoiler for The Office Finale
  • Best of Luxury

    Finding the best in luxury can be a daunting task, which is why we've taken it on for you.
    View All Best of Luxury