A serious scientist meets a not so serious giant lemon.

The -196 'Method in the Minus' campaign takes inspiration from the drink’s complex formulation and the Japanese art of cutting edge, if quirky, solutions to any problem - from bullet trains and robot concierge to usb-powered heated slippers and using liquid nitrogen to freeze lemons at minus 196 degrees.

As part of the broader campaign we devloped OOH and also took over South London with a Konbini Store pop-up for festivalgoers at Brockwell Live and a bus wrap for the 196 Bus route running directly past Brockwell Park in Brixton.

Director: Fatal Farm