Guardian wanted to relaunch their Live Smart & Healthy campaign by positioning themselves as the community health expert for everyday Singaporeans.

With the goal of becoming the nation's favourite community health experts, we wanted the audience to view Guardian as more than just a retailer; but a brand that prioritises and empowers Singaporeans to lead a smarter and healthier lifestyle in a holistic way.

To disseminate and amplify this message, we invited a diverse range of KOLs in the health and wellness space (and beyond), to serve as a community of positive role models to become beacons for others in making informed choices in their own wellness journeys.

Launching the event, we invited our KOLs and planned a unique immersive wellness event that included silent yoga and a sound bath session, and product sampling of health supplements from top-tier health partners such as Swisse, Voost and Comvita. To further cement Guardian's position as Singapore's top choice, we chose Jewel Changi Airport as our event venue. The choice of an iconic Singaporean location and an instantly recognisable venue helped strengthen the connection between Guardian and Singapore in the minds of our audience -- boosting Guardian's position as the trusted avenue for everyday Singaporeans to get trusted, accessible and affordable health and wellness products and advice.

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