Grab Signatures x Kugiran Masdo
10. Craft Kancils [10.1a Film Direction: Single]
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Links:
Product/Service:
Product Film / Music Video
Client:
Grab Signatures
Brief:
Grab wanted Malaysians to see Grab Signatures not just as “another list” in the app, but as a curated collection of hit restaurants. The best of the best, in one tap. To dramatise “curation” in a way people instantly feel (not just understand), we partnered with MASDO: a beloved retro-pop band whose identity is built on tight harmonies, timeless style, and crowd-pleasing hits.
MASDO functions as the perfect metaphor for Signatures: they don’t play every song; they play the hits, just as Grab Signatures doesn’t feature every eatery, only the standouts. Their cross-generational appeal (Gen Z to mak ayah), playful on-screen chemistry, and 60s-inspired aesthetic give the film instant cultural cachet and replay value. In short: if MASDO curates sound, Grab Signatures curates taste.
Solution:
The idea was to treat this piece like a short musical using Masdo’s original hit “Pujaanku.” The story begins with the band singing beautifully in harmony but just about being hungry. The direction focused on keeping the film playful and honest to Masdo’s personality. We let Masdo be themselves; funny, charming, and deadpan, and we built the rhythm of the edit around their natural banter.
The frontman, Ali, repeats the musical phrase “Pujaanku” to explain what Grab Signatures is to the other two members - a curated list of favourite restaurants. He sings, “Pujaanku”, “Pujaanmu” and suddenly a Grab rider joins in out of nowhere singing, “Pujaan semua”, slightly off key. The trio freezes, then Ali mutters, “We haven’t even ordered yet”, a cheeky nod to Grab’s speed and reliability.
