Global campaign for Lalamove by BBDO & Heckler Singapore

lalamove bbdo heckler sg

BBDO Singapore and Heckler Singapore together with The On-Demand Delivery App and Asia-based technology company, Lalamove, have brought their newest campaign to life in SEA and LATAM.

As one of the biggest players within the on-demand delivery service providers, Lalamove aims to stand out and tell their target audience in South East Asia and Latin America about their excellent services through this fun, quirky, energetic and ownable campaign.

The campaign was remotely directed by Heckler’s Sao Paulo based duo Nylon, comprising Boca Ceravolo and Caio Montanari. The film was shot across two days in studio in Singapore and remotely attended by Lalamove in Hong Kong.


Set in a bright, playful, colour block aesthetic, the campaign features a 30” film and five shorter films that focus on specific features such as service, speed, reach, fleet and value for money.

Working closely and remotely with global clients and their partners, from Hong Kong and Singapore to Sao Paulo, BBDO and Heckler created close to 120 campaign assets that will be showcased on all channels in 8 markets across SEA and LATAM with various bespoke localised elements in each edit including vehicles, UI and talent.

​​”Just Lalamove it” as a concept has always existed, but has not yet been brought to life in the way it is for this campaign. BBDO collaborated with SongZu for this project to compose a piece of music that reflects the brand’s personality and that is also ownable to Lalamove.

What BBDO and Song Zu created is a sonic signature that’s unique to Lalamove. By building a sound asset that can identify the brand without saying a word.


A brand name like “Lalamove” is the perfect opportunity to use the brand name as a verb. BBDO wanted to create a catchy song to evoke the relevant emotions to trigger memories for brand awareness and high recall.

“The song was created by one of Song Zu’s most experienced composers who was exceptional at making engaging musical jingles. It’s not an easy thing to do”, said Gerard Fitzpatrick. “It’s got to sound likeable. Good repetition in the medley is what makes it stand out.”

“Ensuring Lalamove was Instagrammable and trendy as well as being on-brand was vital for this campaign,” said Guan Hin Tay, CCO of BBDO Singapore. “So, the team made sure that we optimized the brand colours and made creative, eye-catching content telling a story of what Lalamove offers and one that would stand out amongst the sometimes overwhelming, endless content of today.”

“The music we had composed with Songzu is both catchy and fun and we hope that people will enjoy getting the jaunty lyrics and Lalamove brand recall stuck in their minds as much as we have”, added Guan. “‘People are shopping online more than ever since the pandemic, and the demand for delivery services is continuing to rise. This rebranding will position Lalamove as the consumer’s first choice for digital last-mile delivery service.”

lalamove bbdo

Heckler’s Executive Producer Charu Menon said, “We enjoyed working with the creative team at BBDO and crafting these vibrant monochromatic CG worlds.”

The campaign launched in September in SEA (Singapore, Malaysia, Philippines, Thailand, Vietnam and Indonesia) and LATAM (Mexico and Brazil).

Watch the films here.



Client: Lalamove Hong Kong

Alex Kwan – Head of Marketing

Kristie Cheung – Global Head of Marcom

Charlie Liu – Global Marketing Manager

Agency: BBDO Singapore

Monica Hynds: General Manager

Guan Hin Tay: Chief Creative Officer

Derek Chia: Senior Art Director

Joe Yeoh: Senior Copywriter

Chermaine Chong: Senior Account Executive

Anne Lee: Head of Operations

Jaye Ong: Producer

Production & Post: Heckler Singapore 

Charu Menon: Executive Producer

Boca Ceravolo: Co Director (Nylon)

Caio Montanari: Co Director (Nylon)

Shoot Producer: Maryann Chan

DOP: Adrian Tan

Assistant Director: Tiffany Ng

VFX Supervisor: Cody Amos

Senior Motion Designer: Adrien Girault

Senior VFX Producer: Amy Jarman

Editor: Meghan Dwyer

Motion Designer: Gareth Chang, Woon Yeng Chen, Ruiting Wang

Compositors: Bertrand Polvika, Nitin Amin

Online: Abi Santos

IO: Johnson Lim

Head of VFX: Jamie Watson

Audio: SONGZU Singapore

Donny – Executive Producer

Gerard – Executive Creative Director

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

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