GrabFood – The Cheapest Del Fee
Mega campaign redefining affordability through Gen Z energy — turning “price drop like beat drop” into a nationwide moment with HIEUTHUHAI & rising rap stars.
Concept:
Turn “cheap delivery” into a cultural hook — where price drop feels like a beat drop. Featuring HIEUTHUHAI and two rising rap stars, the campaign merges music, humor, and affordability into a shareable Gen Z experience.
Execution Highlights:
- Music video + social cutdowns for TikTok, YouTube, and IG Reels
- Playful visual cues of price drop integrated into rapper performances
- In-app hero banners & interactive social moments
- Visual tone: bold, vibrant, trendy – reflecting idol culture and Gen Z energy
GrabMart – Royal Craving Fresh Campaign
A summer campaign celebrating the irresistible craving for high-quality “royal fresh” food — from wagyu beef and Ca Mau crab to Kyoho grapes and premium seafood.
Objective:
Boost GrabMart’s fresh category GMV and MTU by promoting premium, hard-to-access ingredients through mouth-watering visuals and influencer-driven storytelling.
Concept:
“From eyes to mouth” — showcasing luxury fresh ingredients in a modern, dynamic, and appetizing way that feels close to daily life, making premium food instantly accessible via GrabMart.
Art Direction Focus:
Craving, freshness, modern lifestyle — bridging premium and everyday access through close-up, mouth-watering visuals and vibrant color tones.