Filipino company DM9 JaymeSyfu has taken home the Grand Prix award in the second annual Mobile awards at Cannes Lions for its Smart TXTBKS campaign.

The campaign saw the Philippines largest telco, Smart, introducing an alternative to physical school textbooks in a country where feature phones are still the norm, and adoption of tablets or eReaders is low due to cost.

Through a six month programme, textbooks were condensed into SMS-sized bites and programmed into inboxes on surplus SIM cards which were then distributed in schools. You can see a video of the campaign below.

 The Mobile category was introduced last year, when it was won by Grow Interactive and Johannes Leonardo for a Coca-Cola campaign. 

This year, the category received a total 1,061 entries, which were then narrowed down to a shortlist of 101, with nine entries awarded gold – the full list is below. 26 were awarded silver, and 24 bronze.

• Scrabble Wi-fi – Ogilvy France for Mattel
• Free The Forced! – Cheil Germany for United Nations Association Of Germany
• Old Phones Give New Life – Ogilvy & Mather Singapore for Singtel
• Get Cash – Sapientnitro for RBS
• Scorecleaner – Mobiento for Doremir
• Second Life Apps – Duval Guillaume Modem for Reborn Organ Donation Foundation
• Missing Children – JWT Beijing for Baobeihuijia.com
• World Wide Maze – Party for Google
• Clouds Over Cuba – The Martin Agency and Tool for the JFK Presidential Library & Museum