Overview
Grab Thailand approached us to create a name and concept for their annual charity marathon (5KM & 10KM). The goal wasn't just to promote health or donate to the Ramathibodi Foundation, but to weave Grab’s entire service ecosystem into the runner's journey. We delivered the concept "Wing Tua Bao" (Run Lightweight), a minimalist running experience where your smartphone is the only gear you need.
The Challenge
How do you turn a standard CSR marathon into a seamless brand experience?
Most running events are cluttered with physical wallets and logistical headaches. Grab needed a way to prove that their services—from transport and logistics to daily rewards—make life (and running) effortless.
Strategy
We stripped away the friction to let the brand shine through every touchpoint.
The Concept
We branded the event Wing Tua Bao to symbolize a worry-free experience.
The Design Suite
We designed the entire runner’s kit to match the Lightweight theme.
- The Jersey
Minimalist and breathable, reflecting the brand’s identity. - The Medal
A unique souvenir designed to celebrate the achievement of “floating” through the finish line. - The BIB
Clean and functional design that integrated perfectly with the event’s look and feel. - The Key Visual (KV)
A visual featuring people “floating” in the air, representing the literal and metaphorical lightness of using Grab.
Ecosystem Integration
We turned the app into the ultimate race companion.
- GrabExpress
Runners could have their BIBs delivered directly to their doorstep before race day. - GrabCar
Seamless transport to and from the venue. - GrabFood
Instant fueling at the event. - GrabRewards
Exclusive on-site perks and privileges for Grab users.
The "Float" Movement
We engaged pro-runners and lifestyle influencers to recreate the “floating” pose from the KV, turning a static image into a viral social media trend.
Audience Target
- Health-Conscious Urbanites
Looking for a fun, meaningful way to stay active while supporting a good cause. - Tech-Savvy Professionals
Value convenience and want a frictionless event experience. - Lifestyle Enthusiasts
Drawn in by trendy aesthetics and the social media challenge.
The Result
Tickets were sold out, and thousands of participants successfully experienced the full suite of Grab services—from delivery to transport—in a single day.
We didn’t just organize a run. We made the brand fly.
More Works
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