Oishi - 90s Rerun
IMC Campaign and Media Planning + Execution
90s Rerun: Concept
This campaign launched during a period when the 90s were making a comeback in creative advertising. Oishi is a brand that entered China in 1993. As such, to capitalize on our brand also being a 90s baby, we decided to bring nostalgia back, but make it trendy. Yes, you’ve been eating these snacks since childhood, but tradition doesn’t mean old. The track to our hero film also features the old Oishi jingle from the 90s as the musical base.
Key Visual Concept
Our key visual concept centered around nostalgia-inducing elements with a modern twist. Think arcade games, roller rinks, old TVs, and of course- our hero snacks.
Media Strategy
To continue our collaboration with Yoho, we worked with their streetstyle exhibition: Yohood (one of the largest in Asia). The exhibition invited Daniel Arsham to design the space, in addition to many local artists and Dazed Magazine. The collaboration allowed our brand to gain earned media value from KOL and celebrity visitors (e.g. Lexie Liu and Ice). To learn more about the Yohood collaboration, please click here.