‘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.

Featuring Japanese actor Akira SatoWE, we LEANT INTO THE WORLD OF JAPANESE TRAIN PUSHERS AND konbiniS, basing each FILM based ON A BIZARRE CONSUMER THEORY.

the CAMPAIGN was LESS ABOUT THE QUESTION, AND MORE ABOUT WHAT THE BRAND STOOD FOR:

EXTREME! JAPANESE! SPIRIT!