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Free Your Hunger

Thailand is known as the land of food, but Thais still have no idea what to eat...

"Kin-Arai-Dee?" (What should I eat today) is the big question every mealtime. Then they settle on the same old dish the dominant person always chooses, even though it isn't what they really want to eat. With a variety of Signature Menus, 50% discounts, and free delivery promotions, GrabFood is an app that gives Thai people the freedom to choose what they really want to eat.

We created an entertaining online film portraying a series of younger people battling the old norms—especially when it comes to eating. From an office worker challenging the boss to come up with something new to order for lunch, to a university student fighting against a senior who's still stuck eating the same thing he has for over 30 years, to children fighting with their mom, who never lets them choose what to eat.

The film encourages Thai people to be more creative when ordering food, reminding them that they were born in the land of food and eating does not need to be boring ever again. The story is punctuated with GrabFood’s mission statement, "Stop eating what you're told, start eating what your heart desires."

Advertiser: GrabFood

Agency: Spa-Hakuhodo Co., Ltd.