Grab continues to set new benchmarks in technology, consumer experience, marketing, and advertising. The company recently won a Silver award in the Viral Film subcategory at the Cannes Film Lions, part of the prestigious Cannes Lions International Festival of Creativity. This recognition was for its “No Sweat Summer” online video, created in collaboration with the creative agency Gigil. This achievement marks the highest placement the Philippines has ever secured in the Cannes Film Lions.
The “No Sweat Summer” video became a massive online hit, praised for its humor, unconventional approach, and authentic storytelling. It resonated with a vast audience, garnering over 32 million views and nearly 100,000 shares across various social media platforms. Its viral success extended beyond the Philippines to other Southeast Asian countries, including Singapore and Thailand.
The video’s impact goes beyond its online popularity. It effectively highlighted the power of creative storytelling, convincing more consumers to use Grab for their summer activities and daily needs during the hottest season in the Philippines. This led to six weeks of record-breaking transactions for GrabFood and GrabCar following the video’s release in early April.
J-Anne Aruta, Grab Philippines Country Marketing Head, stated, “Our commitment is to always capture how Grab uplifts the everyday reality of our users. The overwhelming positive reception of the ‘No Sweat Summer’ video can be attributed to the strong consumer insight that the campaign amplified – the portrayal of the hassles of summer heat that we Filipinos have learned to weather over time. However, every Filipino has a partner in Grab, showing us that indeed a no-sweat summer is possible and achievable, even in a tropical country like the Philippines.”
Relate na Relate sa Pawis: Banking on a Shared Truth
The award-winning video tells the story of a Filipino man coping with the summer heat using GrabCar’s comfortable rides and GrabFood’s refreshing coolers. The relatability of the video is enhanced by its depiction of a common experience, where a random “Kuya” is seen sweating profusely as he goes about his day. Many viewers commented on how accurately this portrayed the typical summer experience for Filipinos
