-196 is a ready-to-drink cocktail with legendary status in Japan.

The product benefit is unique: whole fruit frozen to -196°C, crushed to powder, then infused into spirits. This Freeze Crush Infuse technology delivers uncompromising flavour. That's why it's called "Minus One Nine Six."

But Gen Z doesn’t buy process. They buy what it means for them. So we connected product truth to personal truth: Ultimate flavour, like bold personality, comes from keeping things whole.

This insight repositioned -196 from Japanese curiosity to globally relevant choice. The campaign celebrates both the brand’s uncompromising craft and the audience’s uncompromising character.

“Minus is More” More bold. More real. More you.

The animation delivers a punch to the face on par with the flavour and personality at the core of the brand.

By combining 2D kinetic typography with 3D elements, we created a system where every movement reinforces brand characteristics: text explodes toward viewers and pulls away, mimicking the product’s punch-in-the-face intensity. The typography doesn’t just communicate the Freeze, Crush, Infuse, it embodies them.

We designed bespoke 3D tokens and modelled both product and hand down to the nail art, ensuring every detail reflects -196’s unapologetic character. The motion system is flexible across formats yet unmistakably -196: explosive, bold, refreshingly energetic.

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