"Masak masak" means 'child's play' in Malay. It is a common term used in Singapore which associates with childhood memories of playtime with neighbourhood kids, getting messy in sandboxes and cooking up a storm in make-belief kitchens.
In our campaign, we hope to bring back the same close-knit childhood interactions of the past to the children of today's modern Singapore. To do this, we imagined a grand-plan to redesign the cookie-cutter playgrounds imported from overseas and inject them with local flavour; borrowing motifs from local favourite cuisines, legends and material culture. These playgrounds that dot the many estates would serve as a good meeting-point for children and parents alike!
To launch the opening of the new playgrounds, we drafted a campaign to celebrate colours and simple shapes, elements that is so much a part of growing up.
This was a collaborative project created with Lydia Wong.