Using Whole-Freeze-Crush technology.
Suntory is explaining why it's called –196 in a campaign via Droga5 Sydney, part of Accenture Song.
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 Japanese actor Akira Sato, the campaign is live across BVOD/SVOD, online, OOH, social, and in-store.
"It’s been a lot of fun creating the next instalment of -196 madness with our friends at Droga5 Tokyo and Finch,” said Droga5 ANZ chief creative officer, Barbara Humphries.
“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.”
CAMPAIGN CREDITS:
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
