When we joined Oishi to bring the ‘Be Carefree’ spirit to teens and beyond.

For years, Oishi has been known as a brand for kids, full of fun, innocence, and playfulness. But in 2025, Oishi wants to go beyond that and share the carefree spirit of “Be Carefree” with more people, especially teens

We see that teens today often think too much, even about small things that don’t really matter.

Instead of saying “stop overthinking,” Oishi takes a more fun way: bringing a world of tasty snacks that helps teens take a break whenever they start to overthink - just crunch, laugh haha hihi, and dance along to the catchy tune “Be Carefree.”

A simple and happy way to forget overthinking and enjoy the crunchy joy only Oishi can bring.

To achieve this, we activate the campaign O2O - bringing the idea to life across multiple touchpoints.