Geneco - 'Lost To be Found' Campaign
Lost To Be Found: Finding Meaning in the Mess
A collaboration between Chen Xi and Geneco for Singapore’s 60th National Day
As Singapore marks its 60th year, Geneco is turning the spotlight inward—with a heartfelt initiative that invites the nation to pause, reflect, and reconnect. Lost To Be Found, created in collaboration with local artist and actor Chen Xi, explores the theme of mental wellness and the beauty of self-discovery through art and storytelling.
The Journey Through Art
At the heart of the campaign lies a collection of six black-and-white illustrations by Chen Xi, tracing an emotional and creative journey through Singapore’s most tranquil green spaces—from the deep roots of the iconic Tembusu Tree at the Botanic Gardens to the quiet summit of Puaka Hill on Pulau Ubin.
Through open-ended linework and flowing forms, the series invites viewers to find meaning in uncertainty—to see detours, doubts, and pauses as essential parts of growth.
An accompanying infinite-loop video seamlessly connects each piece, symbolising the ongoing process of self-discovery and resilience.
“There were times when I felt I had to keep everything together, to always know where I was heading,” says Chen Xi. “But I’ve learned the most during the moments I felt most unsure. This collection is about those moments—when we don’t have all the answers, yet we continue to move forward.”
Mental Wellness in Focus
The message arrives at a critical time. According to the Institute of Mental Health’s 2024 survey, nearly one in three young Singaporeans aged 15 to 35 experience symptoms of anxiety, depression, or stress—yet only a fraction seek help, often due to stigma or fear of being judged.
“This is a generation navigating many terrains—from academic and societal pressures to the relentless expectations of social media,” says Alex Chan, Head of Brand, Communications and Marketing at Geneco. “Lost To Be Found is our way of saying: it’s okay to not be okay. Because getting lost is often how we find our way.”
A Shared Path Forward
As Chen Xi reflects, “This wasn’t about showing people where to go. It was about capturing what it feels like to be lost—and realising that sometimes, that’s exactly where transformation begins.”
By blending art, nature, and human connection, Lost To Be Found reminds us that in a world chasing certainty, it’s the uncertain paths that often lead us home.
Campaign Link:
https://www.losttobefound.sg/
Other Links:
Branding In Asia
https://www.brandinginasia.com/lost-to-be-found-chen-xi-and-geneco-collaborate-on-a-visual-exploration-of-mental-wellness/
The Wellness Insider Asia
https://thewellnessinsider.asia/2025/07/lost-to-be-found-chen-xi-and-geneco-explore-mental-wellness-through-art-and-nature/
Marketing Interactive
https://www.marketing-interactive.com/geneco-celebrates-the-beauty-of-losing-your-way-in-latest-mental-health-campaign