Since launching Minus 196 to Australia in 2022 via a national earned PR campaign, we’ve continued to be a major creative partner for the brand with creative strategy, organic and paid social, events, talent management and advocacy. In addition to ongoing social management, we have established partnerships with a range of influencers and brand fans, held loads of shoots both locally and in Japan, and ran events at an 11m tall Extreme Vending Machine at SXSW Sydney.

We were also recruited to bring to life the cult RTD’s first-ever brand experience while simultaneously launching their new merch range, bringing a taste of Japan to Australia in a quirky way that only Minus 196 could own. So what did we do? Held a massive party in a Japanese convenience store. Of course.