Grab Personal Impact Story
Conceptualised for Grab's 2022 environmental, social, and governance report, the campaign landed on the thinking: Your finger is more powerful than you think. Those simple taps on the Grab App make a world of impact.
Expanding on this idea, the creative direction personified users' fingers into various characters and outfits, taking them into hilarious scenarios and life situations to dramatise the impact one can have simply by using the Grab app. The art direction took inspiration from paper art craft, enhanced with flying elements held with sticky tape and popsicle sticks, providing it a touch of realism.
After launching the films and a series of key visuals, audiences are then encouraged to generate their Personal Impact Report, as seen below:
Further amplification and sustenance content were released to maintain audience's interest over the campaign period.