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Mobile Lions Grand Prix to The Philippines DDB DM9 Jaymesyfu

Philippines agency DDB DM9 Jaymesyfu Makati City has won the Mobile Lions Grand Prix in Cannes – the first in the country’s history – for a campaign for telco Smart Communications that turned mobile phones into textbooks.

The “making textbooks light and easy for all” campaign was nominated in just the subcategory of Messaging Campaigns, including SMS, MMS and Mobile Email Messaging Campaigns.

A Missing Children mobile phone app ‘Baby Back Home’ created by JWT Beijing received a Gold Lion in the charities and not-for-profit campaign category, and two Silver Lions. The campaign addresses the problem of an estimated 20,000 children who go missing each year by giving families an opportunity to publish missing profiles on their website.

Google World Wide Maze by Party Tokyo also received a Gold Lion and two Silver Lions for its technology that turns any website into a 3D maze experience by syncing your PC with your smart phone.

A Gold Lion also went to Ogilvy & Mather Singapore’s Project Silverline initative to connect elderly people with the community. The ‘Old Phones Give New Life’ Corporate Social Responsibility Initiative was recognised for charities, non-profit and public information services.

Penguin Navi app created by Hakuhodo Tokyo, which uses an augmented reality GPS system to have penguins lead people into the Sunshine Aquarium in Tokyo, received a Silver Lion and a Gold Lion.

Asia received 15 out of 60 Mobile Lions trophies from 101 shortlisted entries.

Grand Prix –

  • Smart Communications Smart TXTBKS for Smart Communications Smart Public Affairs by DDB DM9 Jaymesyfu Makati City, The Philippines – Messaging campaigns including SMS, MMS and Mobile Email Messaging

Gold Lions –

  • Old Phones Give New Life for Singtel Project Silverline, A Corporate Social Responsibility Initiative by Ogilvy & Mather Singapore – Services
  • Missing Children BAOBEIHUIJIA.COM – ‘Baby Back Home’ Volunteers Association — Missing children mobile search application by JWT Beijing in China — Charities, Not for Profit and Public Information
  • World Wide Maze for Google by Party Tokyo in Japan – Services

Silver Lions –

  • Penguin Navi for Sunshine City Corporation, Sunshine Aquarium by Hakuhodo Tokyo in Japan – Augmented Mobile Experience
  • Missing Children BAOBEIHUIJIA.COM – ‘Baby Back Home’ Volunteers Association — Missing children mobile search application by JWT Beijing in China – Augmented Mobile Experience
  • World Wide Maze for Google by Party Tokyo in Japan – Networked Mobile Technology
  • Third Eye for Starhub Mobile, Mobile branding by DDB Group Singapore – Networked Mobile Technology
  • Drive Awake for PTT Coffee Shop by BBDO Bangkok in Thailand – Services
  • Missing Children BAOBEIHUIJIA.COM – ‘Baby Back Home’ Volunteers Association — Missing children mobile search application by JWT Beijing in China – Augmented Mobile Experience – Best Integrated Campaign Led by Mobile
  • World Wide Maze for Google by Party Tokyo in Japan – Interface and Navigation

Bronze Lions –

  • NFC Charity Stickers for Unicef HK by Cheil Hong Kong – Activation by location or proximity
  • #Winagainsttheelements# for Nike China Nike Running by AKQA Shanghai in China – Social Media
  • Uniqlo Wake Up for Uniqlo by Projector Tokyo in Japan – Products
  • Necomimi for Dentsu, Inc by Dentsu Tokyo in Japan – Tablets and Other Devices
  • Penguin Navi for Sunshine City Corporation, Sunshine Aquarium by Hakuhodo Tokyo in Japan – Best User Experience
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