Events & activations
adidas x Ya Kun
A toast to cultural icons for Singapore’s 59th birthday
What we did
To celebrate Singapore’s 59th National Day, adidas partnered with Ya Kun Kaya Toast to create a capsule collection that celebrates Singapore’s cultural diversity and heritage. We took on the challenge of connecting the heritage of both brands and their roles in fueling Singaporeans to achieve their impossible.
We set the photoshoot at the Ya Kun Kaya Toast outpost at China Street, a heritage outlet that set a tone of nostalgia and the familiarity of sitting down for an unmistakable breakfast of kaya toast and kopi.
The campaign featured Ya Kun Kaya Toast’s third-generation owner Jesher Loi, long-time Ya Kun staff Koong Wai Heong along with local goalie Zharfan Rohaizad and 98.7 DJ Chow Jia Hui. The combination of rich heritage with multi-generational creators served to emphasise the enduring appeal of two cultural icons: adidas and Ya Kun Kaya Toast.
What
we did
To celebrate Singapore’s 59th National Day, adidas partnered with Ya Kun Kaya Toast to create a capsule collection that celebrates Singapore’s cultural diversity and heritage. We took on the challenge of connecting the heritage of both brands and their roles in fueling Singaporeans to achieve their impossible.
We set the photoshoot at the Ya Kun Kaya Toast outpost at China Street, a heritage outlet that set a tone of nostalgia and the familiarity of sitting down for an unmistakable breakfast of kaya toast and kopi.
The campaign featured Ya Kun Kaya Toast’s third-generation owner Jesher Loi, long-time Ya Kun staff Koong Wai Heong along with local goalie Zharfan Rohaizad and 98.7 DJ Chow Jia Hui. The combination of rich heritage with multi-generational creators served to emphasise the enduring appeal of two cultural icons: adidas and Ya Kun Kaya Toast.
Let’s talk ideas
Let’s talk ideas
601 MacPherson Road, #05–09 Grantral Complex, Singapore 368242
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