For Grab’s 10th year anniversary, we took consumers on Grab’s journey, recognising its successes, but also the challenges that drove them.

The campaign took shape with a film to commemorate Grab’s journey, localised for all 8 markets in SEA and extended to tactical promos run via the Grab app, a tribute to Grab’s partners (merchants, riders, etc) took to social, and an on-ground activation, all tied together by two ‘freedom’ lines that were inspired by the Grab logo.