Grab
Grab
Grab
Grab often faces a demand surplus during Ramadan. Too many orders, and not enough delivery-partners, which ultimately results in hangry, frustrated users.
How could we turn this anger and frustration into empathy? After all, Ramadan is the season of forgiveness and kindness.
You see, it’s easy to direct your anger at a big, faceless company. So we flipped the script and featured the real faces of our brand. Our delivery-partners, the everyday heroes.
The film Aku Sebuah Beg Pesanan’ (Life of a Delivery Bag), showed Malaysians how every order—no matter how big or small—goes a long way for our delivery-partners. Told through the lens of a delivery bag, the film helped viewers understand how much these orders mean to our delivery-partners, and the hardships they experience on the job.
ECD: Carina Teo
CD: Wong Sen Kiat
Copywriter: Carmen Cheong; Hisham Idris
Art Director: Zahriel Yazid
Designer: Simone Yeoh Si Wen
Creative Producer: Jan Teoh
Marketing/Brand: Corina Raymond; Raymond Seah,
Ko Li Ping, Hassan Alsagoff
Social Team: Anne Cheah, Shazli Mokhtar
Digital Performance: Amanda Choo, Emily Tan;
Claire Kueh
Production House: Directors Think Tank
Film Director: Hyrul Anuar
Exec Producer: Patminder Singh
Producer : Lee Zin Yau
Line Producer: Zax Loo Jia Wei
Dir of Photography: Kenz Koh
Art Department: Invisible Works
Post Production Hse: Tank3 Asia
Offline Editor: Mohamad Fazlan bin Johari
Colorist: Tank3 Asia
Online Editor: Tank3 Asia
Audio House: Tank Music Asia
Music Score: Mohd Rizdzuwan bin Md Jusoh
Sound Engineer : Rodney JF Thomas
