To this day, the Philippines still does not have equal rights for the LGBTQIA+ community
So in 2020, with the pandemic cancelling the most established LGBT march in Southeast Asia we decided to exhibit all kinds of love on the most visited shopping platform in the region.
We created digital hearts representing all kinds of love, that consumers could purchase for only PHP 143. To get LOVE, all consumers had to do was to buy it on the app. After purchase, all kinds of love was sent to users via email. 100% of proceeds went to pro-LGBTQIA+ NGOs and their COVID-19 efforts.
March from home
We also released a filter to help promote the hearts, so people could show LOVE for pride wherever they were.
The annual pride march may have been cancelled, but Lazada brought together the biggest Filipino LGBTQIA+ icons and allies on a digital runway where they could walk with signs or simply show support.
Pride is a LIVE
The Pride March was also turned into an online show within the app where influencers encouraged viewers to sing, dance, spin, dress up, and celebrate pride. There were also segments where educators talked about LGBTQ issues within the live stream. The show would also remind consumers to purchase love on the app to donate to LGBTQIA+ causes.
Illustrating all kinds of LOVE
Many hearts were designed by myself and the team within the agency. But we also commissioned local LGBTQIA+ artists Betsy Cola, Jer Dee and Jouache in order to show support to the community.
Recognition
Silver for Craft Digital illustration, Kidlat Awards 2021
Bronze for Social Good, Boomerang Awards 2020
Campaign Brief Asia’s The Work 2021 - Mobile Campaign
Finalist for Innovative Use of Technology, ADSTARS 2021