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'Text Book' Takes On New Meaning with Mobile Grand Prix Winner 2013 (Video)


Call it text books by texting. 

DDB Manila and telecom company Smart Communications have won the Mobile Grand Prix at the Cannes Lions International Advertising Festival, with an effort that seems like the perfect mix of cause + commerce.

The initiative involves a clever way to bring school text books to a nation where few can afford tablets or e-readers, and where most families own old-fangled feature phones instead of smart phones.

The solution: condensing books into text messages and placing them on old SIM cards, where were repackaged into "Smart TXTBKS."

“It’s not the most technically advanced entry, and in fact, it’s a little bit backwards.” Xavier Laoureux, head of the Digital Arts Network at TBWA, tells AD AGE, adding that what was “interesting about [TXTBKS] is that it’s the best way to show you can have a mobile idea without pushing the technology side of it. It was not using technology as the end.”

In fact, it's an inspired example of reverse engineering a solution to fit the audience's needs in a unique and compelling way.

Congrats to all involved.

Get the full story, here.

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