Grab Gawai 2026: Nok Dimaok VS Nok Didapat
12. Craft Kancils [12.1a Film Direction: Single (overall artistic direction; how production design, casting, cinematography, editing come together to tell a story)]
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creative assets
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Links:
https://www.youtube.com/watch?v=3FF33Xms7Ec
Product/Service:
Product Film
Client:
Grab
Brief:
Grab’s presence in East Malaysia is present BUT the brand is mainly perceived as a functional platform, ie:
● To get from point A-to-B (transport)
● For Food delivery
● For Mart delivery
While Grab solves everyday needs, they have yet to earn meaningful brand warmth or cultural relevance within local communities. Grab aims to build genuine emotional connection with East Malaysians beyond functionality, through this Gawai & Kaamatan Campaign.
Solution:
Through these two films, we shift away from surface-level cultural tropes—such as standard paddy fields or traditional pageantry—and lean into the authentic, unscripted chaos of real family gatherings.
The narrative centres on outsiders entering family spaces for the first time—such as a partner or a Grab delivery rider—weaving their integration into a shared moment of belonging and togetherness.
Relatable interruptions throughout the film, including food deliveries from Sugar Bun and Cafe Rumah Hijau, grocery runs from Everrise, and an easily distracted aunt, serve as metaphors for how genuine family warmth, humour, and openness naturally emerge.
