Huge Lemons Squeeze onto Tokyo Subway in "Bonkers" -196 Work

Alcoholic beverage -196 has partnered with Droga5 Sydney, part of Accenture Song, to create a campaign designed to bring clarity to the enigmatic brand name, with a new brand platform 'Extreme Japanese Spirit'.

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.

Barbara Humphries, chief creative officer of Droga5 ANZ, said, “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.”