Guardian MY wants you to own your beautiful in major campaign push

Guardian Malaysia has unveiled a new campaign titled "Own your beautiful," developed in partnership with creative agency FCB SHOUT.

The campaign celebrates the entire journey of self-improvement that Malaysians go through, including their motivations, everyday struggles, their frustration and dedication, just as much as it celebrates the results. As part of the campaign, guardian Malaysia also released a new brand film titled Another beautiful day in Malaysia as well as brand visuals that will soon be featured on outdoor sites and in over 550 guardian outlets across the country. 

Another beautiful day in Malaysia starts with a family waking up early in the morning and getting ready for the day including putting on uniforms for the children and helping them with their everyday needs. Accompanying this scene is a text that reads "Own your everyday". The film later showcases a young woman drinking her protein shake in the office. Her colleagues offer her a cake and she hesitantly pick up a strawberry to eat it, a text saying "Own your sacrifice" then appears.

Don't miss: Is Jaguar 'willfully courting controversy' with its outrageous new rebrand? 

Later on, another young woman is seen applying skincare on her pimples with the text "Own your dedication". This is followed by a young man laying on yoga mat with a clay mask on his face and cucumber on his eyes. The text reads "Own your toughness". The film ends with two girls putting on messy makeup and taking selfies with a text that reads "Own your mess". 

A longer version of Another beautiful day in Malaysia is also available. 

“People often think being beautiful is the end result, but we believe that the intention to be better and the effort we put into improvement is just as beautiful as the end result. And it’s not just about the external appearances of beauty either, the effort to be healthier and feel better about yourself is also a beautiful thing. That’s why we want to celebrate every Malaysian at every stage of their own self-improvement with this new campaign," said Anna Ng, marketing director, guardian Malaysia. 

The campaign follows a rebrand which began on 27 November 2024, with a launch event at Pavilion Bukit Bintang in Kuala Lumpur. The rebrand aims to realise the brand's ambition to revitalise itself to be relevant to the current times and build a more robust portfolio for a new generation of customers. According to Ng, FCB Shout was appointed as its partner for the rebranding campaign due to its ability to demonstrate a strong and purposeful idea that is based on insights that both the younger target audience and existing loyal customers can relate to. 

“All of us at DFI Retail Group are extremely excited to have the team from FCB SHOUT on board with us for this milestone. They have been excellent partners for us in terms of strategy and creative support, and we believe that the campaigns emerging from this partnership will be the turning point for greater things to come for the guardian Malaysia brand," said Ng. 

Shaun Tay, co-owner and CEO of The Shout Group, said that "It’s amazing to be able to add guardian Malaysia to our ever-growing list of passionate clients and storied brands. The Shout Group and our agencies have always prided ourselves as true-blue brand-builders who have positively shaped the future of so many brands through our strategy and creative work, and this collaboration with guardian Malaysia allows us to continue flexing those muscles."

"Our entire team sees this campaign as just the beginning of our story with guardian Malaysia, because we are huge fans of how they’ve been sticking to their guns as an authentic challenger brand that isn’t afraid to shake up the industry," added Tay. 

Earlier in July this year, guardian Malaysia organised a new "Love is in the Hair" activation at several shopping malls in the Klang Valley. Whimsically called the ‘hair playground’, the activation reportedly includes a sensorial experiential event where guests can engage with expert consultants on any questions they have about hair care, such as hair loss, colouring and more.

All guests can then try out Guardian’s curated hair care solutions with ingredients such as hyaluron, caffeine and more amongst many others through a refreshing hair wash, treatment and styling on-site. Featured brands cover anti-hair loss, scalp care, hair colour and beauty hair categories. It also includes brands such as Clear, Garnier, Head&Shoulders, L’oreal, Sunsilk and more.

Related articles:
Guardian MY invites customers to play in comprehensive ‘hair playground’ activation 
Tourism Malaysia and Guardian tap on influencer marketing for domestic tourism 
Guardian blasts out Raya song in Malaysia for 2023 campaign