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Client: Lazada

Love for Sale

Background: Lazada is a popular e-commerce platform in the Philippines. This brief came to my table asking for a simple social media post for Pride Month. I thought there was so much more this industry leader can do with this rich opportunity. So I sat down, went back to platform and tried to think of the user experience while considering a major problem plaguing the country: the LGBTQIA+ community is tolerated but not truly accepted in the Philippines. I wondered how I could help address this problem while leveraging the Lazada brand.

 

Solution:

Sell Love.

 

Choice is built into the DNA of a shopping website. Lazada shoppers have come to expect choice as natural and mandatory for things as mundane as toothbrushes and t-shirts, but not for something foundational like choosing who to love. I saw this contradiction as a rich opportunity.

 

Love, which commissioned Filipino artists turned into hundreds of love badges representing love of all kinds, was sold onsite alongside other merchandise. It had its own price (P143), product description, even return and exchange policies. Each purchase became a donation to Metro Manila Pride, helping create safe spaces for the LGBTQIA+ community.

 

We were careful to create an experience that fit into consumers' everyday routines and behavior, removing them from a defensive mindset that comes with considering such a loaded issue in a mostly Catholic country. The bizarre nature of seeing "Love" sold on the website ignited discussion on social media and even the reviews section of the product listing. Changing minds would not be an overnight process but we got the discussion started, which was exactly what we wanted.

This campaign won bronze at the Boomerang Awards 2019 Campaign and Service for Good.

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