The Most Boring Ride

9. Craft Kancils [9.9 Music in Film Content]

Links:

https://www.youtube.com/watch?v=OJleHhme7FA

Product/Service:

Ride-hailing

Brief:

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.

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