Local advertising agency DM9 Jayme Syfu added another feather to its cap as it recently bagged the top awards, including Grand Prix of the Year, at the recent Ad Stars International Advertising Festival in South Korea.
Ad Stars is one of the largest advertising festivals in Asia. This year, more than 12,000 entries vied for the top honors. DM9 Jayme Syfu won for its TxtBks campaign, which turned old mobile phones into school textbooks.
The campaign, made for wireless provider Smart Communications, served a dual purpose: recycle old phones and literally lighten the load of elementary school children.
According to DM9/Di9it executive creative director Eugene Demata, initial test studies showed that children who used the reprogrammed phones recorded an average of 90 percent in test performance which is a positive indicator of the campaign?s effectiveness.
The agency also won a Grand Prix award for the mobile category with the same campaign.
