The Philippines’ Cannes grand-prix winning idea ‘Smart TXTBKS’ to be used in India and Africa

Making text books light and easy

“Making text books light and easy”

The idea behind the Philippines’ first ever grand prix winner at Cannes is to be replicated in other emerging markets.

Manila-based ad agency DDB DM9 JaymeSyfu is looking at helping partners import its ‘Smart TXTBKS’ campaign in India and Africa.

The campaign, funded by the country’s largest mobile phone provider SMART, took content from text books and condensed it onto SIM cards. That content was then run on old mobile phone handsets.

The project helped relieve small children of the burden of carrying heavy books to school, a problem which has been causing physical deformities such as curved spines and hunching.

DDB DM9 JaymeSyfu’s ECD Eugene Demata told Mumbrella that the agency had been in discussions with companies in India and Africa through a member of the jury of the Cannes mobile phone category.

“We really think the idea can travel,” Demata said. “The good thing is the technology is so simple and is easily replicated.”

However, an obstable in India is that there are so many different languages, he added. “This is the problem we will have to tackle when we get further down the road in discussions with our partners in India.”


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