Grab uses clever shadow-play billboard to reveal the impact of rider earnings

A striking new billboard in the Philippines is shifting passenger perceptions by visualizing exactly how Grab reinvests its earnings into its driver community. Developed by the creative agency GIGIL, the campaign aims to show that fees do not simply go to the company, but instead fund essential programs that directly benefit riders and their families. 

The creativity of the execution lies in a transformation that occurs between day and night. During the day, the visual displays a Grab motorcycle loaded with a stack of school supplies, accompanied by a quote from a rider: “Every order you place helps me send my child to school.” The message is direct, but the nighttime execution is where the storytelling truly shines. 

As the sun sets, the motorcycle’s headlight is activated, illuminating the school supplies to cast a silhouette on the billboard, the shadow of a student wearing a backpack. This clever use of light and shadow is designed to illustrate the real-world, human impact of every ride or delivery. 

The campaign was inspired by the real-life story of Sito Guatno, a Grab rider who utilizes the company’s programs to support his children’s education. By centering the narrative on Sito’s journey, Grab has transformed a standard OOH site into a powerful symbol of aspiration and community support. It is a masterclass in using “show, don’t tell” creativity to humanize a tech giant and build an emotional connection with its users.