2013 Results

CAT 26 - Mobile Communications (MI)



Smart Communications, Inc., Smart Public Affairs: "Smart TXTBKS"26-01181-MI

Agency (& City): DDB DM9JaymeSyfu/Digit, Makati City

Creative Director(s): Merlee Jayme, Eugene Demata

Copywriter(s): Aste Gutierrez (Associate Creative Director)

Art Director(s): Biboy Royong

Production Company (& City): Tower of Doom

Illustrator(s): Dee Taar

Programmer(s): Buboy Paguio (Associate Creative Director for Digital)

Account Supervisor: Alex Syfu

Client Service Director: Caloy Sambrano

Account Director: Ina Vargas

Producer: Carlo Perlas

Editor: Melo Samson

Short explanation

Smart TXTBKS are sim cards containing condensed grade school text books. This low-tech solution turns even analog phones into e-readers, and helps lessen the load for public school kids who have to walk miles to school carrying up to 22 books in their bag.


This is Smart's CSR arm involved in projects for education, the environment, disaster relief and more.