DM9 Jaymesyfu turns mobile phones into e-readers with follow-up to Cannes GP winner


DDB DM9 Jaymesyfu’s Smart STRYBKS video

The winner of the Philippines’ first grand prix at the Cannes Lions has unveiled a follow-up idea to the one that claimed top honours in the mobile category two years ago.

Ad agency DDB DM9 Jaymesyfu has released a case study video to introduce ‘Smart STRYBKS’, an initiative backed by client Smart Communications that gives children in typhoon-hit areas of the Philippines story books by converting mobile phones into e-readers.

“We are able to give kids access to stories of hope with the only device these families had left,” the narrator in the video reads.

DM9 Jaymesyfu won the country’s first-ever grand prix at Cannes in 2013 with Smart TXTBKS, an idea that put the information in a textbook on to a mobile phone so children don’t have to carry heavy books to school.


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