“You’re not you when you’re hungry” - this legendary line from Mars (Snickers) rings true to this day - a testament to how an insight can spark a great idea. Then, who you are when you’re hungry? In that legendary ad, a young girl turned into a foul-mouthed Snoop Dog because she was hungry. So what’s better - or in this case - worse than a Dog? 

The answer is a big, bad, wolf.

In Vietnamese, we have a saying: As hungry as a wolf. We don’t have wolves here, we come up with it just because the word “Hungry” - Đói & “Wolf” - Sói rhymths. But hey, people know what a wolf kinda looks like. And it’s more than good enough to make a campaign out of it.

We created this series of iTVC featuring a big, bad, hungry wolf for Grab Food Vietnam, promoting their “Free Lunch” Deals. Don’t let an empty stomach during office hours, sizzling hot weather, or lack of choices at the local deli turn you into a wolf. Order a free lunch from Grab Food and consider the problem solved.

Agency: Studio TKL

Production House: 18s Studio