Our goal was to bring Live It Up! to life in a waythat felt boldly human, unforgettably fun, and deeply local.

We weren’t just launching a wellness event, we werecreating an experience that resonated with the nation’s shared memories,sparked joy, and invited everyone to celebrate SG60 together.

We wanted the crowd to move, play, cheer, and mostimportantly—feel something.

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Rather than just putting on a standard fitness event, wedesigned a community-driven playground packed with immersive, nostalgicexperiences.

To honour SG60, we invited the public to co-createSingapore’s largest chapteh display, forming the letters “SG60” out of hundredsof colourful chaptehs. A nod to old-school play and kampung spirit, eachchapteh became a symbol of celebration, togetherness, and movement. Theinstallation not only invited participation, it also became a visual anchor formedia attention and social sharing.

In addition, we transformed CQ Fountain Square into avibrant zone filled with four fringe activity areas, each featuring fun, casualwellness games. Guests received Wellness Passports to collect stickers at eachzone, encouraging exploration and rewarding participation with prizes. Thisgamified experience helped extend dwell time and turned the space into ahigh-energy wellness circuit that appealed to all ages.

Every two hours, the Main Game Arena lit up withhigh-energy crowd games hosted by a roaming emcee—bringing people togetherthrough cheers, challenges, and cheeky banter. These scheduled moments addedstructure to the day while leaving room for spontaneous fun. The emcee servedas a live commentator, injecting humour, encouragement, and hype throughout thevenue.

To keep thingsexciting from start to finish, we rotated fringe activities throughout the daybased on real-time crowd response. This gave returning guests new experiencesto look forward to and allowed the event to adapt organically to the mood andenergy of the audience. From structured games to spontaneous moments of joy,the two-day launch created a rhythm of movement, laughter, and collectivecelebration.

The SG60 chapteh display brought people together in a meaningful and visually memorable way. As a tribute to Singapore’s 60thbirthday, the display formed the letters “SG60” using hundreds of colourful chaptehs, sparking curiosity, encouraging photo moments, and reinforcing the theme of community and nostalgia at the heart of the event. It also gave CQ a strong visual talking point to anchor their wellness-focused weekend.

The Wellness Passport system gamified exploration in a simple yet effective way, boosting engagement and encouraging guests to visit every activity zone. Many attendees ended up staying for hours, fully immersing themselves in the experience. The energy was strong enough to bring some visitors back for a second day—proof that the event created stickiness beyond the initial interaction.

What stood out most was how the event made everyone feel included. From young families to fitness buffs to nostalgic aunties and uncles, there was something for everyone, something to do, something to remember, and someone to share it with. It was a reminder that wellness isn’t one-size-fits-all; it’s about creating space for people to come as they are.

At Now Comms Asia, we believe experiences work best when they move people. With Live It Up! 2025, we didn’t just launch a wellness event, we created a moment that felt uniquely Singaporean, wildly energising, and boldly human.

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