Why do they call it -196? It\u2019s a question that\u2019s puzzled plenty of Aussies ever since this cult classic from Japan hit local shelves. Because while its blend of shochu, vodka and whole lemons has made it quite the popular RTD, almost no one can explain the name on the can.<\/p>\n
Droga5 Sydney, part of Accenture Song, has turned confusion into creative fuel\u2014and launched a new campaign that reinvigorates the brand\u2019s \u2018Extreme Japanese Spirit\u2019 platform.<\/p>\n
What starts as a search for meaning in Aussie pubs and nightclubs quickly spirals into an unhinged journey through a Tokyo subway, and late night konbini, before leading giant lemons to their ultimate refreshing destiny.<\/p>\n
The spots end with -196\u2019s scientist answering the question once and for all; the name comes from Suntory\u2019s proprietary Whole-Freeze-Crush technology, which freezes lemons at -196\u00b0C before crushing them and infusing them with vodka and shochu.
\u201cIt\u2019s been a lot of fun creating the next instalment of -196 madness with our friends at Droga5 Tokyo and Finch. It\u2019s always great when a simple product truth can unlock such a bonkers world to play in, allowing us to create moments as intense as the drink itself,\u201d said Barbara Humphries, chief creative officer of Droga5 ANZ.<\/p>\n
Directed by Arthur Studholme from Finch, and starring Japanese actor Akira Sato, the campaign brings energy and imagination across BVOD\/SVOD, online, OOH, social, and in-store.<\/p>\n
The project was realised in close collaboration with Droga5 Tokyo.<\/p>\n
Credits:<\/p>\n
Client: Suntory Global Spirits
Creative Agency: Droga5 Sydney, in collaboration with Droga5 Tokyo, part of Accenture Song
Droga5 Sydney, part of Accenture Song
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Chief Creative Officer: Barbara Humphries
Creative Directors: Max Rapley and Danny Pattison
Art Director: Lachlan Rotherham
Copywriter: Georgie Parchert
Head of Strategy: Ben De Castella
Chief Client Officer: Belinda Drew
Business Director: Harrison Stone
Business Manager: Matthew Stafford
National Head of Production: Romanca\u00a0Mundrea
Head of Production: Penny Brown
Senior Producer: Simone OConnor
Design Lead: Melissa Watson
Production Company: Finch<\/p>\n
Director: Arthur Studholme
Editor:\u00a0Drew Thompson
Finish: ARC Sydney<\/p>\n
Audio Production & Music Supervision: Sonar Music
Sound Designer: Tim Bridge
Music Composition: Jono Ma
Media Agency: PHD<\/p>\n
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