Yeo’s SG60 activation campaign focused on bringing back nostalgic childhood games

Singapore — Singaporean food and beverage company Yeo Hiap Seng (Yeo’s) marked Singapore’s 60th anniversary with a three-day “Kampong Games” activation at One Holland Village, bringing back nostalgic childhood favourites such as chapteh, five stones, hopscotch, and more. 

The activation, designed with Forsman & Bodenfors Singapore, drew inspiration from HDB void decks and community spaces. 

Alex Chen, head of marketing and business development at Yeo’s, said the Kampong Games underscored the brand’s heritage and role in preserving cultural traditions. 

With pop-up mamak stalls, colourful sporting motifs and bricked corners set the scene for visitors to play or cheer on participants, the activation recreated the kampong spirit of neighbourly connection.

“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,” affirmed Chen. 

The campaign included user-generated content, with Yeo’s inviting the public to share their favourite games in an online contest. 

Guests who played at least three activities received gift bags containing Yeo’s freshly brewed drinks and traditional game sets.