SMART TXTBKS
Diday Alcudia and Asterio Gutierrez
Campaign details
Brand owner: SMART CommunicationsAgency: DDB DM9 Jayme SyfuBrand: SMART CommunicationsCountry: PhilippinesChannels used: Events and experiential, Mobile and apps, Packaging and design, Public relationsMedia budget: Up to 500k
Executive summary
In developed countries, tablets and e-readers have become the solution to large, heavy textbooks. But for Filipino state-schools students, even the cheapest model is worth more than what their families make in a month.
This is tragic because they're the ones who need a textbook alternative the most. Kids as young...