Gigil bags Silver Cannes Lions for Grab campaign

MANILA, Philippines — Philippine creative powerhouse GIGIL clinched its third Cannes Lions in four years, winning its first Silver in Film at the 2024 Festival of Creativity, home of the world’s most prestigious advertising awards. The award reaffirms the agency’s position as a leading independent agency and marks a milestone for Grab, which has earned its first ever Cannes Lion.

GIGIL’s campaign for Grab, ‘Summer,’ was also the only finalist from the Philippines in the said category. The agency previously won a Bronze Film Lion for RC Cola and Cheers in 2021 and 2022, respectively.

“This milestone pushes us to scale greater heights in the creative industry as we embark on a transformation. Our present and future clients can expect nothing less than a hundred percent from us,” Jake Yrastorza, GIGIL managing partner said.

Grab ‘Summer’ helped the superapp achieve record-breaking transactions for both its mobility and on-demand delivery services after the campaign launch.

“More importantly, this is further proof that GIGIL’s good ideas deliver good business results,” Yrastorza said.

‘Summer’ has been viewed over 45 million times and generated over 2.6 million engagements on various social media platforms.

Set in the Philippine summer season, which has brought unprecedented heat levels to the tropical country, the film features a Filipino everyman character who goes about his day – from his commute, office work, to cooking a home meal – while literally sweating buckets in the middle of summer. The creative team uses this exaggerated depiction of the daily grind to highlight Grab’s services that Filipinos can avail during summer like the air-conditioned GrabCar and the delivery of cold drinks through GrabFood.

GIGIL first partnered with Grab in 2022, and has delivered some of the most engaging creative work for the brand in recent years.