Philippines ranks number 10 (106,987,098), bigger than its human population(!!!), based on Wikipedia’s list. Americans replace their cellphones every 22 months, junking some 150M old phones in 2010 alone. Do you ever wonder what happens to old phones when they die? In China and India, for example, people pile e-waste and burn it so they can extract gold, silver and copper threads inside, which they sell to recycling merchants. In the Philippines, millions of old, analog phones don’t end up as toxic waste but are reborn to create a new brand of textbook to make Filipino children learn to read fast!!!. Credit an ad agency that collaborated with authors and publishers to refine school lessons into 160-character messages and a telecom company that programmed them into inboxes of thousands of inactive surplus sim cards. What turned out gave them amazing results: old analog phones became a new type of e-reader and old text sim cards became a new brand of textbook called “TXTBKS.” A simple idea that catapulted the Philippines to win its first ever Grand Prix Lion, the highest creative award in the world’s biggest and most prestigious international advertising festival, Cannes. Business Friday interviewed the ‘Chairmom’ who’s given the Philippines its biggest advertising award so far, Merlee Jayme, chair and chief creative officer of DM9 JaymeSyfu, now the country’s poster ad agency.She also gave us interesting snippets from her rainbow-colored career.
Posted on: Fri, 28 Jun 2013 07:09:08 +0000
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