MAJULAH
SG YOUTH
NTUC x NDP Bay Celebrations
THE BRIEF
To create a National Day celebration that spotlighted Singaporean youth and strengthened NTUC Youth’s affinity among young Singaporeans through meaningful interaction and community moments informed by #EveryYouthMatters.
THE THINKING
We shaped the NDP Bay Celebrations into a multi-dimensional experience that invited youth to participate, express themselves, and connect with one another and the nation.
Activities like the “In a Heartbeat” LED wristband segment and interactive art installations reinforced the theme of unity and aspiration, while curated programming ensured that the youth were both celebrated and empowered within the National Day context.
THE IMPACT
Across two key celebration days at the Promontory @ Marina Bay, around 16,000 attendees experienced a vibrant blend of performances, interactive engagements, and symbolic moments that amplified youth voice and presence in the National Day narrative.
The event strengthened NTUC Youth’s visibility and relevance to young Singaporeans, transforming the celebration into an embodiment of #EveryYouthMatters
Guardian’s Health & Beauty Fiesta
THE BRIEF
To shift perceptions of Guardian from a health and beauty retailer into a credible wellness and lifestyle brand, anchored by a flagship event that could lead the national conversation around holistic wellbeing.
>200
KOLs Invited
1.2M+
Earned Media Value
>3,500
Attendees
THE THINKING
We designed the fiesta as a content-driven wellness platform, anchored by strong PR strategy and KOL partnerships. Creators were curated for credibility and relevance, allowing Guardian’s wellness narrative to be carried through trusted voices rather than brand messaging alone.
Interactive zones were customised to align with key wellness pillars, creating spaces where education and engagement could happen naturally. These touchpoints were designed to generate shareable moments, media relevance, and sustained visibility before, during and after the event.
THE IMPACT
The fiesta launched with a high visibility press event and was supported by a coordinated marcomms rollout across earned and social channels. Over three days, the activation delivered full-scale event operations alongside strong social amplification through KOL content and press coverage.
Collectively, the campaign strengthened Guardian’s positioning as a wellness advocate, establishing authority beyond retail and embedding the brand more deeply within the health and wellbeing space.
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