The meaning of -196 revealed in surreal new campaign for Suntory via Droga5
Why do they call it -196? It’s a question that’s puzzled plenty of Aussies ever since this cult classic from Japan hit local shelves. Because while its bold blend of shochu, vodka and whole lemons has made it one of the country’s best-selling RTDs, almost no one can explain the name on the can.
So, Droga5 Sydney, in collaboration with Droga5 Tokyo, part of Accenture Song, has turned confusion into creative fuel and launched a new campaign that reinvigorates the brand’s ‘Extreme Japanese Spirit’ platform.
What starts as a simple search for meaning in Aussie pubs and nightclubs quickly spirals into a gloriously unhinged journey through a Tokyo subway, and late night konbini, before leading giant lemons to their ultimate refreshing destiny.
The spots end with -196’s iconic scientist finally answering the question once and for all; the name comes from Suntory’s proprietary Whole-Freeze-Crush technology, which freezes lemons at -196°C before crushing them and infusing them with vodka and shochu.
Directed by Arthur Studholme from Finch, and starring iconic Japanese actor Akira Sato, the campaign brings big energy and even bigger imagination across BVOD/SVOD, online, OOH, social, and in-store.
The project was realised in close collaboration with Droga5 Tokyo to ensure an authentic, if offbeat, representation of modern Japan, sharing inspiration from Japan’s own unique and memorable style of advertising.
Says Barbara Humphries, Chief Creative Officer of Droga5 ANZ: “It’s been a lot of fun creating the next instalment of -196 madness with our friends at Droga5 Tokyo and Finch. It’s 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.”
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 Mundrea
Head of Production: Penny Brown
Senior Producer: Simone OConnor
Design Lead: Melissa Watson
Production Company: Finch
Director: Arthur Studholme
Editor: Drew Thompson
Finish: ARC Sydney
Audio Production & Music Supervision: Sonar Music
Sound Designer: Tim Bridge
Music Composition: Jono Ma
Media Agency: PHD