People only talk about ride safety when something bad happens. But for Grab, 99.99% of its rides have zero safety incidents. How may we get Grab's ride safety top-of-mind?
Solution:
The safest rides are the most boring ones. And that's a good thing. So on International Women's Day, we launched a short film titled When She Sleeps, a really, really (intentionally) boring film showing various female passengers fast asleep during a Grab ride. To enhance the idea of this peaceful ride, we recomposed a famous lullaby by Brahms, using binaural sound effects to create an almost hypnotic ambient for the audience.