SINGAPORE – Remember the days of chapteh, five stones, and zero point? Yeo Hiap Seng (Yeo’s) thought that Singapore’s 60th celebration was the perfect time to bring back these treasured games.
As the country celebrates SG60 in different ways, Yeo’s wanted to bring back the joy of childhood and community spirit, staging a three day Kampong Games activation at the open grounds at One Holland Village. With its 120-year legacy, Yeo’s as a champion of preserving timeless Asian flavors, wanted to honor other aspects of Singapore’s heritage that still hold an important place in our culture.
Yeo’s Kampong Games activation was a celebration of the good old days, where neighbours became friends and games were played from dawn to dusk. Whether to play for fun or just be there to cheer, Yeo’s wanted to capture some of the Singapore spirit of community, connection, and kampong joy.
Together with creative agency Forsman & Bodenfors Singapore, the Yeo’s Kampong Games took design cues from HDB void decks paired with the sporting symbols of colored rings. Authentic pop-up mamak stalls and bricked void deck corners set the stage to bring the activation alive.
Held last week, visitors flocked to the colorful activation site that featured six Kampong Games: chapteh, goli, hopscotch, zero-point, five stones, or gasing. Anyone new to the games were able to lean into the childhood nostalgia and enjoy the playful, communal spirit of the event.
User Generated Content (UGC) assets supported the campaign with Yeo’s creating an animated post with a call to action for consumers to submit their favorite Kampong Games in a contest.
Yeo’s generously offered a consolidated gift bag filled with a sample of kampong games and Yeo’s drinks from their freshly brewed series, for anyone who played at least three games.
“As a homegrown heritage brand established in the 1900s, Kampong Games gives Yeo’s the platform to reinforce our commitment to celebrate Singapore’s heritage and extend our role and into the larger cultural conversation. This SG60, as we champion Asian drinks freshly brewed since the kampong days, we also want to honour a small but important part of childhood and community spirit,” said Alex Chen, Head of Marketing & Business Development
