LONDON – Adding yet another feather to its cap, DM9JaymeSyfu bagged a Yellow Pencil for Mobile Marketing at the 52nd D&AD Professional Awards, for its ‘TXTBKS’ campaign for Smart Communications.
The campaign, which breathes life into surplus sim cards and outdated mobile handsets by turning them into digital text books for public school students, was awarded Nominated status for Innovative Use of Mobile Technology, as well as In Book for Innovative Use of Technology.
The agency was the only one from the Philippines to win a Yellow Pencil, which is awarded to work that is judged to be the best in the world, selected from projects that receive a Nomination during judging. In total, there were 7 Black Pencils, 52 Yellow Pencils and two White Pencils awarded to campaigns from 17 different countries at the 2014 D&AD Awards. 144 campaigns achieved Nominations whilst a further 480 were awarded In Book status, resulting in 680 awards in total across 43 different countries.
Praised for its simplicity, ‘TXTBKS’ has already won several awards in both local and global shows, including the country’s first-ever Grand Prix in Mobile at the 2013 Cannes Lions as well as Best of Show at the Kidlat Awards held in early May.
Apart from DM9JaymeSyfu, Ace Saatchi & Saatchi, and TBWA\Santiago Mangada Puno were among the winners of the 2014 D&AD Awards.
Ace Saatchi & Saatchi was also awarded Nominated status for Ambient Outdoor Advertising for its ‘Family Remeet’ campaign for Cebuana Lhuillier.
The campaign, which brings together family members that have been living separately for years, took home a Grande Lotus at the recently-concluded ADFEST 2014 earlier this month.
Meanwhile, TBWA\Santiago Mangada Puno won In Book for its radio advertisement ‘Mirror’ for The Red Whistle campaign.
The radio ad gives a voice not only to HIV-positive people, but to their families as well. It most recently won a Bronze Lotus at ADFEST 2014.
Works that are awarded ‘In Book’ are featured in the D&AD Annual, a collection of the year’s best creative work.
Photo from Eugene Demata’s Facebook