Cannes winners: Textbook-by-SMS campaign wins Grand Prix for the Philippines

In the Grand Prix-winning campaign ,'TXTBKS', telco company Smart Communications and DDB DM9JaymeSyfu of Makati City eased the backpack burden of young students by converting textbook content into SMS-sized chunks, loading those SMS-based textbooks onto SIM cards and delivering the SIM cards to students. As feature phones are common in the country, the scheme not only eliminated the need to carry heavy books but also proved engaging for the students. 

Gold Lions went to agencies from Australia (DDB Sydney, Leo Burnett Sydney, McCann Melbourne), China (JWT Beijing), India (Taproot India Mumbai), Indonesia (Hakuhodo Indonesia Jakarta), Japan (Aqua Dentsu Tokyo, Party Tokyo), the Philippines (JWT Manila), Singapore (Ogilvy & Mather Singapore, McCann Worldgroup Singapore) and Thailand (Initiative Bangkok).

OMD Australia Sydney was named Media Agency of the Year DDB DM9JaymeSyfu won the Mobile Grand Prix Images by Getty Images

RESULTS BY CATEGORY

What follows is a breakdown by category of winners from the Asia-Pacific region. See the Cannes Lions site for complete winner and shortlist information.

INNOVATION

Although Dentsu Tokyo, Leo Burnett Sydney, and Y&R Singapore were shortlisted, no Asia-Pacific agencies were included among the four Innovation Lions awarded in the inaugural year for this category.

MEDIA

Gold Lions:

• 'Small World Machines' for Coca-Cola by Leo Burnett Sydney
• 'Dumb Ways To Die' for Metro Trains by McCann Melbourne
• 'Track My Macca's' for McDonald's Austraila by DDB Sydney
• 'McDonald's Becomes Macca's' for McDonald's Australia by DDB Sydney
• 'Aqua Social Fes!!' for Toyota Marketing Japan by Aqua Dentsu Tokyo
• (2) 'A Million Reasons To Believe In Thailand' by Coca-Cola by Initiative Bangkok

	Grand Prix	Gold	Silver	Bronze	Total
Australia	-	4	2	4	10
China	-	-	2	2	4
Hong Kong	-	-	1	-	1
Japan	-	1	3	-	4
New Zealand	-	-	-	1	1
Singapore	-	-	2	1	3
South Korea	-	-	-	2	2
Thailand	-	2	-	-	2
The Philippines	-	-	2	2	4

 

MOBILE

Grand Prix:

• 'TXTBKS' for Smart Communications by DDB DM9JaymeSyfu (Makati City)

Gold Lions:

• 'Old Phones Give New Life' for Singtel by Ogilvy & Mather Singapore
• 'Missing Children' for Baobeihuijia.Com by JWT Beijing
• 'World Wide Maze' for Google by Party Tokyo

	Grand Prix	Gold	Silver	Bronze	Total
China	-	1	2	1	4
Hong Kong	-	-	-	1	1
Japan	-	1	3	3	7
New Zealand	-	-	1	2	3
Singapore	-	1	1	-	2
Thailand	-	-	1	-	1
The Philippines	1	-	-	-	1

 

OUTDOOR

Gold Lions:

• McCann Melbourne for Metro Trains ('Helmet', 'Moose', 'Toast', 'Bear', 'Snake', 'Piranha', 'Hair' and 'Kidney')
• (2) Taproot India Mumbai for Bennet Colman & Co., Times of India (Farmers' Suicides)
• Hakuhodo Indonesia Jakarta for Berlitz Language Center ('Afrochina', 'Indijap' and 'Arabmerican')
• McCann Worldgroup Singapore for for L’Oreal Revitalift Laser X3 ('Upside Down Necklace', 'Upside Down Hair', 'Upside Down Earrings' and 'Upside Down Spaghetti Top')
• JWT Manila for Energizer Philippines, Schick Exacta 2 Razor ('T', 'V', 'Chaplin' and 'Salvador')

	Grand Prix	Gold	Silver	Bronze	Total
Australia	-	1	4	1	6
China	-	-	-	2	2
India	-	2	-	3	5
Indonesia	-	1	2	-	3
Japan	-	-	-	1	1
Malaysia	-	-	1	2	3
New Zealand	-	-	-	2	2
Singapore	-	1	3	2	6
South Korea	-	-	1	-	1
Thailand	-	-	-	4	4
The Philippines	-	1	-	1	2

 

TOTAL METAL THUS FAR

Grand totals for Asia-Pacific agencies through the second awards ceremony:

	Grand Prix	Gold	Silver	Bronze	Creative Effectiveness	Total
Australia	2	14	13	15	2	46
China	0	1	4	6	0	11
Hong Kong	0	0	1	2	0	3
India	0	2	1	6	0	9
Indonesia	0	1	2	0	0	3
Japan	0	2	6	7	0	15
Malaysia	0	0	1	2	0	3
New Zealand	0	3	7	12	1	23
Singapore	0	4	7	4	0	15
South Korea	0	2	2	4	0	8
Thailand	0	2	3	5	0	10
The Philippines	1	1	2	4	0	8
Total	3	32	49	67	3	154

 

 

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