Break the cycle: Grab's summer campaign puts routines on a giant hamster wheel

Grab is reimagining how Filipinos experience summer with a new campaign by creative agency GIGIL, urging users to break free from the routines that often define their season.

Titled "Grab: Iba ang summer" (A different summer), the campaign champions spontaneity, discovery, and the thrill of trying something new—using the Grab app as a gateway. Two new features sit at the heart of the effort: GrabCar Travel Guide, which highlights under-the-radar destinations, and GrabFood 5-Star Eats, a curated list of culinary gems.

To dramatise the grip of routine, GIGIL quite literally put people on a giant hamster wheel. One online film sees a woman locked in a monotonous loop of home, work, and shopping malls—until a Grab notification breaks the cycle. A friendly Grab driver then whisks her away into something different.

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In the second film, a man spins endlessly through a menu of predictable food options—until a GrabFood rider swoops in with an unexpected Japanese snack.

Both films were launched online, accompanied by social media content across Grab's digital channels. The campaign also runs on out-of-home placements, including billboards and banners, as well as SEM and Google 360 buys, ensuring wide digital reach.

The campaign launched on 28 March and runs through to the end of May, capturing the full sweep of the Philippine summer.

Speaking about the campaign's intent, Ronald Roda, country head of Grab Philippines, told MARKETING-INTERACTIVE: "At Grab, we believe in a future where mobility is not just about movement but about access—to culture, to cuisine, to experiences that matter. That's the north star behind our innovations like GrabCar Travel Guide and GrabFood 5-Star Eats: to help people experience more of the Philippines, one meaningful ride or bite at a time."

The campaign was brought to life under the creative direction of Leslie Cua at GIGIL, with direction by Marius Talampas and production by Arcade Film Factory. A behind-the-scenes video shared by Arcade offers a glimpse into the making of the surreal hamster-wheel sets and the kinetic energy on set.

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