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.

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.
To make this campaign unmistakably Vietnamese, we drew inspiration from the acute accent (´) 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.

The campaign achieved remarkable success: :
•⁠ ⁠The short film series garnered over 25 million views.
•⁠ ⁠In just three weeks, nearly 300 audiences and content creators participated in the challenge, producing over 360 videos under the campaign hashtag #GrabToiTet.
•⁠ ⁠The campaign generated over 2 million social media interactions.