Droga5 Sydney, 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 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.
The spots end with -196’s scientist 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.
“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,” said Barbara Humphries, chief creative officer of Droga5 ANZ.
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.
The project was realised in close collaboration with Droga5 Tokyo.
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
Editor: Drew Thompson
Finish: ARC Sydney
Sound Designer: Tim Bridge
Music Composition: Jono Ma
Media Agency: PHD
