2018
GRAB drivers campaign
Helped Grab speak directly to its drivers by going undercover to understand what actually mattered to them.
Art Direction
Campaign Ideation
Know More
Going undercover found us the insight. That insight won the pitch..
Background
Grab looks like a tech company. To the people who keep it running, it's anything but.
The app pushes the bookings, but the business depends entirely on its drivers. Over time, drivers wanted to feel more seen, more heard on the things that mattered most to their day-to-day. There was an opportunity to show up for them in a more meaningful way.
Idea + Execution
Kita Ka Dito. Where care is our currency.
The driver partners are the heart of the business, and the campaign needed to prove that, not just say it. Kita Ka Dito is a play on words that speaks directly to their daily struggles and achievements, and the simple truth that they should earn more with every ride. The message was clear. They're not just drivers. They're Ka-Grab. This shifted the brand from tech-to-human to human-to-human.
Ideation process + Results
I went beyond the brief and went undercover.
I went beyond the brief and went undercover.
To find insights that actually meant something, I joined Facebook groups for Grab drivers and interviewed them directly. The campaign's truth came from listening, not assuming.
The campaign won the pitch and was produced by the client, a clear signal of how much it resonated.
"Kita Ka Dito" shifted Grab's relationship with its drivers from transactional to genuinely human. It reinforced Grab's commitment to driver wellbeing and strengthened loyalty within the driver community.
More Works
2018
GRAB drivers campaign
Helped Grab speak directly to its drivers by going undercover to understand what actually mattered to them.
Art Direction
Campaign Ideation
Know More
Going undercover found us the insight. That insight won the pitch..
Background
Grab looks like a tech company. To the people who keep it running, it's anything but.
The app pushes the bookings, but the business depends entirely on its drivers. Over time, drivers wanted to feel more seen, more heard on the things that mattered most to their day-to-day. There was an opportunity to show up for them in a more meaningful way.
Idea + Execution
Kita Ka Dito. Where care is our currency.
The driver partners are the heart of the business, and the campaign needed to prove that, not just say it. Kita Ka Dito is a play on words that speaks directly to their daily struggles and achievements, and the simple truth that they should earn more with every ride. The message was clear. They're not just drivers. They're Ka-Grab. This shifted the brand from tech-to-human to human-to-human.
Ideation process + Results
I went beyond the brief and went undercover.
I went beyond the brief and went undercover.
To find insights that actually meant something, I joined Facebook groups for Grab drivers and interviewed them directly. The campaign's truth came from listening, not assuming.
The campaign won the pitch and was produced by the client, a clear signal of how much it resonated.
"Kita Ka Dito" shifted Grab's relationship with its drivers from transactional to genuinely human. It reinforced Grab's commitment to driver wellbeing and strengthened loyalty within the driver community.
More Works
2018
GRAB drivers campaign
Helped Grab speak directly to its drivers by going undercover to understand what actually mattered to them.
Art Direction
Campaign Ideation
Know More
Going undercover found us the insight. That insight won the pitch..
Background
Grab looks like a tech company. To the people who keep it running, it's anything but.
The app pushes the bookings, but the business depends entirely on its drivers. Over time, drivers wanted to feel more seen, more heard on the things that mattered most to their day-to-day. There was an opportunity to show up for them in a more meaningful way.
Idea + Execution
Kita Ka Dito. Where care is our currency.
The driver partners are the heart of the business, and the campaign needed to prove that, not just say it. Kita Ka Dito is a play on words that speaks directly to their daily struggles and achievements, and the simple truth that they should earn more with every ride. The message was clear. They're not just drivers. They're Ka-Grab. This shifted the brand from tech-to-human to human-to-human.
Ideation process + Results
I went beyond the brief and went undercover.
I went beyond the brief and went undercover.
To find insights that actually meant something, I joined Facebook groups for Grab drivers and interviewed them directly. The campaign's truth came from listening, not assuming.
The campaign won the pitch and was produced by the client, a clear signal of how much it resonated.
"Kita Ka Dito" shifted Grab's relationship with its drivers from transactional to genuinely human. It reinforced Grab's commitment to driver wellbeing and strengthened loyalty within the driver community.
More Works