GIGIL Philippines’ new OOH campaign for Grab puts a spotlight on the drivers they empower

Passengers often assume that every delivery service they pay goes straight into Grab’s pocket. In reality, those fees are continually reinvested back to fund programs that support riders. This campaign by GIGIL Philippines set out to shift that perception, by showing passengers exactly where their payments go.

GIGIL reframed Grab not as a company that simply profits, but as one that puts earnings back into the people who keep the platform moving.

The campaign brought the message to life through a billboard that revealed the real impact behind every booking. By day, the visual showcased an actual Grab motorcycle with a stack of school supplies in front of it, paired with a line from an actual Grab rider, “Every order you place helps me send my child to school.”

But a new image is revealed at night. The motorcycle’s headlight illuminated the pile of school supplies, casting a shadow of a student with a backpack. This turned an ordinary billboard into a powerful reminder of how a simple ride or order can change a family’s future.

The concept was inspired by the story of Sito Guatno, a Grab rider who uses Grab’s programs to support his children’s education. His experience became the heart of a campaign that turned a simple billboard into a symbol of hope, aspiration, and the lives uplifted with every ride and order.

The results for the campaign were astounding, garnering over 35.01K shares, 3.07M organic views, 231K engagements – of which positive comments are up +54.2 percentage points vs pre-campaign.

Credits
Agency: GIGIL
Chief Creative Officer: Badong Abesamis
Chief Creative Officer: Herbert Hernandez
Managing Partner: Jake Yrastorza
Associate Creative Director: Alvin Adriano
Copywriter: Patrise Calumpag
Copywriter: Angel Braganza
Copywriter: Hans Dimaguila
Copy Intern: Gio Baluyut
Art Director: Azi Oh
Art Director: Justice Gravador
Art Director: Ricia Deguito
Art Intern: Limmy Limbo
Head of Art: Ronchris Cosme
Group Account Director: Micco Balana
Account Director: Adel Clemente
Account Manager: Bea de Vera
Account Manager: Robert Pabiling
Account Manager: Lily Chavez
Account Executive: Rhyzen Aguilar
Senior Strategic Planner: Nanais Hernandez
Junior Strategic Planner: Phyllis Ong

Client: GRAB
Grab PH Leadership:
Bea Bravo, Country Marketing Head
Campaign Leads
Jewelyn Oliveros-Dael, Head of Social & Marketing Operations
Meizona Espina, Merchant Marketing Executive

Socials
Alyssa Baña, Social Media Marketing Coordinator

PR: Gallen Villanueva, Communications Manager

In App
Miko Visaya, Marketing Operations Executive
Hannah Estabillo, Marketing Operations Coordinator

OOH
Fatima Guevarra – Marketing Manager, Offline & Partnerships
Chloe Fabul – Assistant Marketing Manager, One Grab and GFin
Angela Saclayan, Art Director

DAX Team
Andrea Gatchalian – Assistant Manager, Driver Partner Communications
Regina Mendoza – Manager , Partner Social Media Community
Dane Fajardo – Head, Driver Engagement
Dennis San Pedro – Manager, Driver Engagement
Jhunel Calamba – Assistant Manager, Driver Engagement
Anna Balagtas – Assistant Manager, Driver Engagement
Mirasol Bernardo – Assistant Manager, Driver Engagement

INCIRCLE
Jhoanna Salting – Sr Client Success Manager
Jake Bacena – Implementation Director
Patricia Pilar – Implementation Associate
Maniecel Jagonob – Talent Mktg Specialist
Adrian Duran – Content Strategist
Nat Sumpaico – Digital Mktg Lead
Paolo Lacson – Digital Planner

PRODUCTION
Producer: Sasa Abella
Assistant Producer: Denise Elizon

Wendy Fibra
Senior Account Executive
Rucs Konsult Corp.

Maria Leonora De Leon
Business Development officer- Rucs

Tere Pambid
Sr. Media Buyer
Zenith Optimedia

May Frias
Senior Account Executive
MRT Devco

Francisco Fetalrero
President / Owner SOLARFRANCE

Edgar Parado
Mock up artist

Joey Real
Operations Assistant – Devco