Ultra Milk tells Gen Z to stop overthinking and just move with YOASOBI

Ultra Milk has launched ‘Just asobi, just move’, a new campaign with Japanese music duo YOASOBI that encourages Gen Z to put aside overthinking and self-doubt and take the first step towards the passions they enjoy.

Developed by Maleo, part of ALVA Digital Network and FCN, the campaign is built around a simple shift in mindset: rather than worrying about being good at something, young consumers are encouraged to have fun with it first.

The campaign aims to challenge the pressure of perfection by encouraging Gen Z to embrace their playful side and simply start moving towards the things they love. YOASOBI forms a central part of that proposition, with Ultra Milk combining music, creativity and play across a range of consumer touchpoints.

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The campaign is being rolled out as a 360° integrated programme spanning mass media, digital experiences, retail and community engagement. Its hero asset is a digital video campaign, directed by Hideki Inaba and produced by Film Bunny and C3 Films.

Beyond the video, the campaign extends into out-of-home and transit placements, including billboards and KRL branding, as well as retail activations through Alfamart and Alfagift, supported by in-store branding.

It also introduces an interactive element through Ultrasobi, a game on the GoPay app that can be activated through collectible NFC keychains. The wider digital ecosystem includes always-on social content, KOL and publisher activity, a campaign microsite, WhatsApp blasts and the Icownic Discord community.

Ultra Milk is also bringing the campaign into passion-point communities through collaborations and offline activations, positioning the initiative as an invitation to participate rather than simply consume branded content.

According to the brand, the collaboration was designed to go beyond a conventional artist partnership.

“We wanted to create an experience where music, storytelling, visual creativity, and the spirit of #JustAsobiJustMove come together in a way that feels authentic to both YOASOBI fans and Ultra Milk consumers. From the campaign video to the interactive experiences and collectible elements, every touchpoint is designed to invite consumers to participate/experience, not simply watch,” said Sanfrandy Tanu, head of category, Ultra Milk.

The campaign is scheduled to run from September 2026 through December 2027, giving Ultra Milk an extended platform to build engagement around the #JustAsobiJustMove proposition across media, digital, retail and communities.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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