The brief for the national competition for the Cannes Young Lions was to develop a digital campaign for the current users of the Grab app to promote Grab Food, their new food delivery feature, similar to Uber & Uber Eats. So, our solution was to hijack the one thing users are always looking at when using the ride hailing  app.

We did the ideation to execution within 24 hours, won, and got ourselves tickets to Cannes!

Cannes Digital Young Lions National Winner 2019 Grab Food Pins Concept Board Lance Francisco

Randomly generated food items from Grab Food will be advertised every trip without changing the app experience. A call to action next to the pin calls out Grab Food.
Once clicked, the button leads them out to a Grab Food window with the search results for the food pin item. With Food Pins, Grab users’ destinations are only the beginning.

Gold/ Country Representative - Cannes Young Lions Digital Competition Philippines 2019

Adobo Magazine
Copy: Zach Lim
Art: Lance Francisco