“In a year with less, we found ways to add more”

I joined Lazada during the strange time when the world stood still. It was 2021, during the 2nd COVID lockdown in Singapore. But sometimes, it’s during these challenging times that one finds meaning in what’s often hidden.

What started as a project for a year-end sales campaign gave us the chance to look deeper. As sales rose during the pandemic, we realised that behind the numbers and figures of items added to carts, there were actually moments, value, hope, and connections being added to our lives.

So while every other eCommerce brands were shouting for sales, we dish out something different from what one may be familiar with from the same old tactical Lazada, while staying 100% true to who we are.

Moreover, what began as the sign-off for a film soon became the north star for the Lazada brand. "Add to Cart • Add to Life" became the brand tagline, leading to a complete internal and external brand refresh.