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Campaign Brief: Campaign Brief interview with Merlee Jayme

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DDB DM9 JaymeSyfu Manila's Smart Communications 'TXTBKS' campaign is Asia's most awarded campaign of the past 12 months. It's award run kicked off with the Mobile Grand Prix at the Cannes Lions last year and it concluded a week ago when it won a rare Yellow Pencil at the world's hardest to win at award show - D&AD. In between 'TXTBKS' picked up metal at every awards show it was entered into including a New York Festivals Grand Prize and 5 Golds; 2 Gold Statues at the London International Awards; Gold and Silver pencils at the Australasian AWARD Awards; 2 Golds at the ANDY Awards; Silver at the One Show; 2 Grand Prix awards at AdStars; and 2 Grand Prix awards and 2 Golds at the Spikes Asia Festival.

At the recent New York Festivals judging we spoke to DDB DM9 JaymeSyfu's Merlee Jayme about the background to campaign and it's incredible awards success.

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