A billboard that changes at night: Grab campaign highlights the lives behind each order

A new out-of-home campaign by GIGIL for Grab is challenging a common assumption among passengers: that the fees from rides and deliveries flow directly to the company.

Instead, the campaign aims to highlight how those earnings help fund programmes and opportunities that support the platform’s driver-partners.

The creative centres on a striking billboard designed to reveal a different message depending on the time of day. By day, the installation shows an actual Grab motorcycle positioned beside a stack of school supplies, accompanied by a line from a rider: “Every order you place helps me send my child to school.”

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At night, the visual transforms. The motorcycle’s headlight illuminates the supplies, casting a shadow that forms the silhouette of a student carrying a backpack. The effect turns the billboard into a symbolic scene, suggesting that a routine booking can help shape a child’s future.

According to the agency, the campaign was developed to reframe the narrative around the platform’s economics. Rather than presenting Grab purely as a profit-driven company, the work highlights the riders whose livelihoods and families are supported through the platform.

The idea was inspired by the story of Sito Guatno, a Grab rider who uses programmes available through the platform to help support his children’s education. His experience became the emotional core of the campaign.

Beyond the visual impact, the campaign also generated significant engagement online. It recorded more than 35,000 shares, over 3.07 million organic views and around 231,000 engagements. Positive comments increased by 54.2 percentage points compared with pre-campaign sentiment, according to campaign data.

The project was developed by GIGIL’s creative leadership team, including chief creative officers Badong Abesamis and Herbert Hernandez, with managing partner Jake Yrastorza overseeing the work. The campaign was supported by Grab Philippines’ marketing, driver engagement and communications teams, alongside external partners across media, production and implementation.

By turning a single billboard into a visual metaphor for opportunity, the campaign underscores the human stories behind the platform’s everyday transactions – reminding passengers that each ride or order can help move more than just goods and people.

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