Online Film: Sectors — Consumer Services / Business to Business · Shortlisted Spikes Asia · 2024
Grab is not the instinctive choice when it comes to celebrating Mother's Day. The delivery app wanted to grow its orders for the season, not just in the Philippines, but in other SEA markets as well. Its edge? Instant gifts. But how can it stand out in a sea of Mother's Day ads?
Instead of making another emotional ad in 2023, the brand swerved. To target millennial, last-minute gifters, the campaign latched on the highly relatable insight of Asian moms' not-so-subtle asking for gifts, most of which take time to get. Like grandchildren.
The ad became a hit—we even made a sequel the following year!
