Yeo's: A Million Cans to Build a Dream

After a decade in Cambodia, Yeo's wanted to give something back to the community that had made its Asian-inspired flavoured soft drinks a household name, particularly in the aftermath of the pandemic. Teaming up with the Cambodian Children's Fund (CCF), the brand committed to building a kindergarten for underprivileged children, giving them access to formal education.

The campaign tied the build to sales, so it had to inspire consumers to take part in large numbers while making the cause, not the promotion, the story.

Ruder Finn Era framed the campaign as a shared act rather than a corporate donation: every can bought was a brick in a real building, and the kindergarten belonged to the consumers who made it possible as much as to the brand.

Media relations and stakeholder engagement kept the partnership with CCF and the progress of the build visible, while social content sustained participation and pride through the campaign. Positive sentiment stayed at 100% throughout.

Those who took part carry the memory of their impact, reminded of it every morning when the kindergarten bell rings.