Japan is a country well known for its extremes. So, how do you launch Japan’s most extreme lemon spirit in Australia? You take the madness of Japan and you turn it up a notch. 2 Sumo’s, 1 Sword Master, a whole lot of frozen lemons and one unique process. Introducing -196. The Extreme Japanese Spirit.
To maintain authenticity, the films were shot in Tokyo with a Japanese crew and purposefully use the standard 15 second Japanese ad format.
The campaign went on to become Suntory’s most successful launch ever, picking up local and global awards for effectiveness.
Effie Worldwide - Global Grand Effie x1
Effie Awards (Australian) - Gold x1, Silver x2