"When you launch a new brand, it's always best to do it in a foreign language."
-David Ogilvy, probably

Minus 196 is made in the most Japanese way possible
(freezing whole fruit at -196° C, crushing it, and infusing it into vodka) so we made the US launch campaign in the most Japanese way possible—by making it entirely in Japanese. And shooting it in Japan. With a full Japanese cast and crew. Unparalleled craft services.

AdAge LBB Shots Creativity Top 5

Directed by Hiroshi Kikuchi

Made at Johannes Leonardo with Lannie Hartley and Marjorie Vardo