2.5 years ago, in the midst of the pandemic, we launched Lazada’s new branding - Add to Cart, Add to Life. A north star for us as a brand. Where we believe we can bring a little more than just deals and transactions for the consumer.

But instead of us doing all the brand talk, dishing out yet another brand film that no one will watch, we rather give the stage to the youth. Thus Proj. Add to life was born. Where we pass the mic to the young film makers across 6 countries, extended the invitation to join us in defining what "Add to Life" truly means. Through workshops and co-creation, bring their version of ‘Add to Life’, live. The result is this beautiful film amongst 5 others.

A film that has no sales messages for an eCommmerce brand may seem unnecessary. But sometimes, it is the unnecessary things matter the most.

The best part for me in this initiative is that we've gone beyond just film, but realized the dreams of young creatives, and adding a meaningful chapter to their lives as well. While picking up a Gold in One Show, and even Best of Brand Side In-House. Making Lazada top in the Brand side agency - a first and the only APEC company.