WHY DO THEY CALL IT -196?

‘WHY DO THEY CALL IT -196?’ WAS OUR WAY TO GET PEOPLE TALKING AND FUEL HYPE THROUGH CONSPIRACY THEORIES THAT WERE COMPLETELY UNTRUE, BUT ENTIRELY BASED ON THE XANY, EXTREME AND QUIRKY JAPANESE CULTURE THAT AUSTRALIANS LOVED SO MUCH.

WE LEANT INTO THE WORLD OF JAPANESE TRAIN PUSHERS AND konbini’S, BASING EACH FILM ON A BIZARRE CONSUMER THEORY, FOLLOWED BY A SOCIAL CAMPAIGN REWARDING PEOPLE’S OWN THEORIES WITH MERCH AND FREE -196. IT WAS A CAMPAIGN THAT BECAME LESS ABOUT THE QUESTION, AND MORE ABOUT WHAT THE BRAND STOOD FOR: EXTREME JAPANESE SPIRIT.