Without a doubt, Southeast Asia is heaven for foodies. With a neverending variety of dishes, who knows what to eat next. And for the many young and hungry millennials? Well, they're turning to Instagram to find inspiration for their next bite.
But in this crowded environment of food porn, no brand can stand out with just a beautiful snap of their dishes. To help GrabFood cut through the clutter, we leveraged the platform’s Insta-story feature and captivate users with sound.
Through a rather eccentric GrabFood Foley Artist, we recreated the sounds of a popular dish being made. From the sizzle of fried chicken to the squelch of tapioca pearls, we showcased the top GrabFood merchants behind every dish. The result was a framework that GrabFood could easily take and replicate across the region.
We launched with a pilot in the Philippines. Videos were shot in both vertical and horizontal formats, allowing for further flexibility in making YouTube bumpers and Facebook ads.
| Client | GrabFood | Art Director | Scott Miao | |
| Agency | 72andSunny Singapore | Junior Writer | Ang Peng Da | |
| Creative Lead | Isaac Tan | Film Production | Little Red Ants | |