Fishermen Integrated
Grab
Ride-hailing, Food Delivery and Digital Payments Services
Chinese New Year is a time when Chinese families will splurge on multiple festive needs including Yee Sang, food, cookies, clothes, decorations and more. However, Malaysian citizens were facing the pressures of rising cost of living and inflation. Consumers were looking to reduce expenditures by any means possible.This year, Grab wanted to reach out to the grassroots Chinese community (Grab users who are skeptical about subscribing to a subscription plan), with GrabUnlimited, a subscription plan designed to help consumers save more with vouchers and special promotions, the more they spend.
Malaysians love to get their money’s worth. Whether it’s shopping or dining at a buffet, we are always looking for deals that give us the most bang for our buck.Using wordplay on two similar sounding words, we centered our film around the colloquial term for value — “?” (dai2), and positioned GrabUnlimited as the ultimate “??” (dai2paai4) – the winning hand – this CNY, and presented:A film about always having the winning hand, whether it’s for CNY preparation, or your day-to-day errands.We needed to stand out in an overcrowded CNY season, where there’s an increased participation from brands to showcase their offerings to Malaysians. However, the typical CNY video does not stray far from a template that includes a tension point, a moment of epiphany concluded by a tear jerking finale, accompanied by sad music.Following the footsteps of over-the-top CNY films from the Grab “HUATEVER” series, we crafted our film as a homage to the Golden Age of Ho
Executive Creative Director: Andrew Tan, Adam Miranda
Art Director: Abel Chai
Copywriter: Jackson Mah, Benjamin Chua, Shaziana Sajath
Managing Director: Joyce Gan
Senior Account Executive: Mabel Sim
Production House: Directors Think Tank Sdn. Bhd.
Executive Producer: Pete Singh
Film Director: Darrel Tan Hyon-Le
Producer: Deshen Heng
DOP: Kenz Koh
Post House: Tank3 Asia
Audio House: Tank Music
