Kampong Games • YEO'S

Yeo’s, a 140-year-old Singapore brand, marked SG60 by going deeper than surface-level celebration. Instead of simply celebrating the nation, we reflected on what we may have lost along the way.

As a country, we grew strong and fast, almost clinical. In the name of efficiency, we stripped back our soul. This campaign set out to bring it back by reviving the kampong spirit.

Building on Yeo’s long-standing support for Singapore’s youth and sporting heroes, from athletes like Max Maeder to Paralympians, we widened the definition of a champion. Everyday Singaporeans took centre stage through Kampong Games such as goli, chapteh, and more.

The result was a celebration that connected generations. It tapped into nostalgia for millennials and above, while reintroducing Kampong Games to Gen Z in a way that felt fresh, playful, and relevant.