Lazada launched its new brand campaign “Go Where Your Heart Beats” – an emotive, rallying brand idea that signals a new era.
The campaign kicks off with a series of films following the journeys of three individuals. These stories show that following your heart’s desires, however big or small, can ignite new possibilities.
Go Where Your Heart Beats is the brand articulation of Lazada’s evolved vision first unveiled earlier this year in March – to accelerate South East Asia progress through commerce and technology. This marks the eCommerce brand’s first refresh in five years, since the update of its tagline in 2014.
Alongside its new brand campaign, Lazada today also unveiled a refreshed brand identity with a new logo. Key elements of the refreshed brand identity include a new heart logomark. It’s also a manifestation of the letter ‘L’ representing Lazada, configured as a three-dimensional box. The box represents the heart of Lazada’s business and can behave in many different ways. Other brand elements include a new logotype, welcoming and youthful for the digital age, as well as a new palette of Lazada colors that reflect the vibrancy of shopping.
Lazada’s new brand campaign will run across South East Asia in six countries. It consists of one 60-second film, three 30-second vignettes and a series of key visuals. The films feature three stories of personal pursuits made possible through Lazada. The first is an office worker who pursues his passion to be a rock musician, the second is about a young lady inspired by Lazada’s live streaming platform to create beautiful nail art, and the third is a woman who turns her love for cookies as a child into a successful career as a patissier.
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