Title | MALAYSIA’S GREATEST MAKAN HITS |
Brand | GRAB |
Product / Service | GRABFOOD |
Category | A02. Brand or Product Integration into Music Content |
Entrant | GRAPH STUDIO Petaling Jaya, MALAYSIA |
Idea Creation | GRAB CREATIVE NETWORK Petaling Jaya, MALAYSIA |
Media Placement | GRAB CREATIVE NETWORK Petaling Jaya, MALAYSIA |
PR | GRAB CREATIVE NETWORK Petaling Jaya, MALAYSIA |
Production | GRAPH STUDIO Petaling Jaya, MALAYSIA |
Post Production | GURAFU POST Petaling Jaya, MALAYSIA |
Post Production 2 | LORRYPOP STUDIO SDN. BHD. Petaling Jaya, MALAYSIA |
Post Production 3 | WAVEFARER AUDIO Kota Kinabalu, MALAYSIA |
Name | Company | Position |
---|---|---|
Daisy Sidhu | Grab Creative Network | PR Director |
Andrew Foo | Grab Creative Network | PR Manager |
Amanda Choo | Grab Creative Network | Media Planning Manager |
Sueanne Choong | Grab Creative Network | Contract Administration Specialist |
Carina Teo | Grab Creative Network | Chief Creative Officer |
Wong Sen Kiat | Grab Creative Network | Executive Creative Director |
Sherry Koh | Grab Creative Network | Copywriter |
Michelle Chong | Grab Creative Network | Copywriter |
Zahriel Yazid | Grab Creative Network | Art Director |
Sophia Leong | Grab Creative Network | Art Director |
Sara Lai | Grab Creative Network | Art Director |
Austin Lee | Grab Creative Network | Designer |
Samantha Thomas | Grab Creative Network | Designer |
Jan Teoh | Grab Creative Network | Agency Producer |
Farris Baharom | Grab Creative Network | Account Director |
Sherene Tan | Grab Creative Network | Account Manager |
Hassan Alsagoff | Grab Creative Network | Country Marketing Head, Malaysia |
Sulin Lau | Grab Creative Network | Regional Country Marketing Head |
Cheryl Goh | Grab Creative Network | Group Head of Marketing & Sustainability |
Kenneth Lim | Graph Studio | Executive Producer |
Derrik Yaw | Graph Studio | Film Director |
Chan Teik Quan | Graph Studio | Co-Director |
Tiger Chia | Graph Studio | Producer |
Lee Jade Shan | Graph Studio | Production Assistant |
Peh Ying Jie | Graph Studio | Production Assistant |
Noelle Chong | Graph Studio | Production Assistant |
South Ong | Graph Studio | Director Of Photography |
Brad Chai | Graph Studio | Storyboard Artist |
Mike Chua | Graph Studio | DI Artist |
Usher Lee | - | Dance Choreographer |
Javen . | - | Scale Model Artist |
Melissa Lim | Graph Studio | Post Producer |
Jawagar Samidurai | Graph Studio | Film Editor |
Elyas Adnan | Graph Studio | Graphic and Animation |
Johnathan Lim | - | 2D Artist |
Tzechee Yip | - | Watercolour Artist |
Trisha Toh | Take Two Studio | Food Artist |
Ceres Lau | - | Paper Artist |
Vincent Kiew | - | Lego Brick Artist |
See Chai | Se7enHues | Toy Brick Artist |
Clinton Liew | Wavefarer Audio | Music Composer |
Johnston Wang | Wavefarer Audio | Sound Designer |
Karen Wong | Wavefarer Audio | Producer |
Alif Aolani | Tong Tong Asia | Rapper |
Lil Asian Thiccie | - | Rapper |
Sachié Amira | - | Vocalist |
Khairul Hakim Kamal | - | Flute Player |
Abdul Karim Zafiruddin | - | Rebana, Kompang, Jidor Player |
Razali Bin Abdul Rahim | - | Kulintangan Player |
Situation: Malaysia Day is a national celebration that commemorating the union of East and West Malaysia. To be Malaysian is to love food, or “makan”. So Grab decided to celebrate Malaysia Day with a feast of flavour and feature almost 400 GrabFood Signatures restaurants who deliver exclusively with GrabFood. Brief: Unite Malaysians over our mutual love for food on Malaysia Day, and feature all 377 GrabFood Signature restaurants in a single film. Objective: Increase perception of variety available on the GrabFood platform, and build affinity for Grab as a Malaysian brand.
We crafted a music video idea with lyrics and visuals made almost entirely out of 377 restaurant names and food. Then we created a dance to go along with the video for further engagement on social platforms.
To show Malaysians that GrabFood has all the variety they crave, and simultaneously show love to our Grab Signatures restaurant merchants, we chose to feature all 377 restaurants in the campaign, killing 2 birds with one stone.
Because nationwide lockdowns were in effect, we had to produce the idea in a way that a full outdoor shoot wasn’t necessary. The idea was tweaked to feature execution styles that could be produced from the safety of home. We engaged 4 hop hop artistes who produced the track by working remotely, and 10 visual artists who produced hundreds of frames individually that were edited together to form the overall story. The final video was launched on all major social platforms (Facebook, YouTube, TikTok) with a specific Hashtag Challenge on TikTok that involved a dance move created specifically for the campaign.
• 10 million views across multiple social platforms • 72,000 user-generated TikTok dance videos • 7 million engagements • 9% increase in perception of variety available on GrabFood