client: grab
creative director: đave nguyen
creative team: aiden nguyen, xù, nhung nguyen
báckgróund:
Tết is the most competitive ad season, making it tough to stand out. Grab needed a bold, unique campaign that showcased its diverse services (GrabTransport, GrabFood, GrabMart, GrabExpress) while avoiding a generic, cookie-cutter approach.
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ínsíght:
We tapped into a powerful insight from Tết 2025: There’s no December 30th Lunar calendar, and Tet arrives end of Jan instead of Feb as usual; so everything arrives faster! This urgency became the core of our message - Tết comes fast, and everything chases you! Everyone needs a sidekick to stay on track, and Grab is the ultimate lifesaver, handling every last-minute need before the holiday.
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ídéa:
To make this campaign unmistakably Vietnamese, we drew inspiration from the acute accent (dấu sắc) in the Vietnamese language. This accent represents the fast-paced Tết rush - the perfect reflection of the pre-Tết urgency. Dinosaur turned this linguistic quirk into a bold, all-Vietnamese campaign, from wordplay to storytelling, using only acute-accented words.
kv ídéa:
The KV is divided into 03 distinct spaces, each representing a different context in which the husband is caught up in the Tết rush: the office, his parents’ home in the countryside, and his own home with his wife in the city.
In each setting, we see him and the people around him being overwhelmed by urgent tasks, visualised through acute accent graphics & texts pointing at them. Just when things get hectic, Grab services come to the rescue in the nick of time, helping them tackle their tasks and keep Tết running smoothly.
sóciál cóntént:
we turn the acute accent (dấu sắc) into its signature creative device, dominating social media with witty, playful content that brings the accent to life through visuals, copy, and captions.
The content highlights multiple services, including Car, Bike, Express, Mart and Dine-out, helping users effortlessly navigate the Tet holiday rush, even for the smallest tasks. With Grab, Tet becomes hassle-free.
sócíal chállénge:
we also launched a challenge inviting users to deliver Tết greetings using sentences made up entirely of words with the acute accent (dấu sắc), sparking engagement not only from users but also from other brands.Grab also launched a challenge inviting users to deliver Tết greetings using sentences made up entirely of words with the acute accent (dấu sắc), sparking engagement not only from users but also from other brands.
ín-ápp cóntént:
The acute accent (dấu sắc) didn’t just dominate social media—it covered all content within the Grab app, creating a seamless experience across every touchpoint.
Advertising banners and promotional notifications all incorporated the acute accent.
The app interface was designed consistently with the spirit of "The acute accent calls, Grab arrives instantly!”.
