The appointment follows a competitive pitch process, concluded recently, facilitated by global consultancy Ebiquity.

According to a Suntory Beverage & Food Asia spokesperson, Publicis was selected for their proven track record in delivering strategic value, integrated ways of working, strong regional and local reporting capabilities. 

Under the terms of a new multi-year agreement, Publicis Media will assume responsibility for media operations across Thailand, Taiwan, Hong Kong, Malaysia and Singapore.

Earlier this month, Suntory Global Spirit’s Hibiki launched its first-ever global campaign, “The Masterpiece of Japanese Artistry”. Starring Emmy-winning actress Anna Sawai as Hibiki’s first global ambassador, the campaign positioned the whisky brand less as a spirit and more as a cultural expression of contemporary Japan.

The global beverage brand has also leaned into IP collaborations and experiential brand campaigns in recent months, including a regional collaboration featuring BRAND’S Essence of Chicken and the popular Japanese anime Crayon Shinchan.

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Created by Suntory Global Spirits, the campaign stars Emmy-winning actress Anna Sawai as Hibiki’s first global ambassador, positioning the whisky brand less as a spirit and more as a cultural expression of contemporary Japan.

At the heart of the campaign is a cinematic hero film drawing parallels between whisky blending and kimono-making—two crafts shaped by patience, precision, and time. 

Sawai appears wearing a handcrafted kimono by Chiso, one of Japan’s oldest kimono houses, known for its traditional yuzen dyeing techniques and deep ties to Kyoto craftsmanship.

A purple butterfly motif, known as kokimurasaki, appears throughout the campaign, echoing the signature hue found on Hibiki bottles and referencing one of Japan’s historically noble colours.

“Becoming Hibiki’s first Global Ambassador feels natural because we share the same reverence for Japanese artistry and the beauty found in patience, balance and detail,” said Sawai.

“Hibiki represents a quiet kind of mastery, something refined over time with care and intention. As an actor, I’m drawn to that same philosophy of craft, where every choice is deliberate, and every moment matters. To represent a brand that embodies the harmony between nature, time and human artistry is incredibly meaningful to me,” she added.

Beyond the hero film, the campaign also includes behind-the-scenes features exploring Hibiki’s visual and artisanal identity. 

One follows Kyoto-based washi paper artist Eriko Horiki, whose handcrafted labels have appeared on every Hibiki bottle since 1989. Another takes viewers inside Chiso’s Kyoto atelier, where Sawai is shown the kimono featured throughout the campaign.

Hibiki itself is a blend of whiskies from Suntory’s Yamazaki, Hakushu, and Chita distilleries, developed around the Japanese philosophy of “wa”, or harmony and balance.

The campaign will launch across key global markets including the United States, Mainland China, Singapore, South Korea, India, Australia, France, Germany, and the United Kingdom, reflecting Suntory’s broader ambition to position Hibiki as a global luxury icon tied closely to modern Japanese artistry and cultural refinement.

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The campaign addresses a long-standing question among Australian consumers about why the drink is called -196. Despite the product’s popularity—known for its blend of shochu, vodka and whole lemons—the meaning behind the name has remained obscure. The new series of ads uses that confusion as the creative starting point.

The films follow a narrative that begins with a search for answers in local pubs and nightclubs before shifting into a surreal sequence through a Tokyo subway and late-night convenience stores. The story culminates in an explanation from the brand’s recurring scientist character, who reveals that the name refers to Suntory’s Whole-Freeze-Crush technology, which freezes lemons at -196°C before crushing and infusing them with alcohol.

Directed by Arthur Studholme of Finch and featuring Japanese actor Akira Sato, the campaign runs across BVOD/SVOD, online video, out-of-home, social, and in-store channels. Droga5 Tokyo partnered closely on the work to maintain an authentic, stylised depiction of contemporary Japan.

Barbara Humphries, chief creative officer of Droga5 ANZ, said, “It’s been a lot of fun creating the next instalment of -196 madness with our friends at Droga5 Tokyo and Finch. It’s always great when a simple product truth can unlock such a bonkers world to play in, allowing us to create moments as intense as the drink itself.”

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For years, Mirinda has been synonymous with youthful energy and humour, but over time, it has become perceived as a brand for teenagers, making it challenging to connect with young adults. Mirinda needed to evolve its identity, where being an icon of playfulness is not just about games or entertainment, but about unlocking life’s possibilities, bringing people closer, and spreading joy.

The Tet 2025 campaign serves as a pivotal moment in this transformation, reinforcing Mirinda as a cultural icon of playfulness that brings people together beyond just entertainment.

Tapping into cultural insights from South Vietnam, particularly the Mekong Delta, where Mirinda is a well-loved brand connected to the local community, Dentsu Creative Vietnam uncovered that the magic of Tet has faded for many young people. 

While they may return home for Tet, they often remain distracted by their digital lives, leading to a disconnect between generations. Yet, in a culture that thrives on togetherness, families connect best through playful activities, a spark that creates laughter, joy, lasting memories, and Mirinda is the catalyst for connection.

Moreover, The experiential campaign was executed through a dynamic O2O strategy in collaboration with Quang Hùng MasterD, a prominent Vietnamese singer-songwriter, bringing Mirinda’s playful spirit to life across multiple touchpoints:

• A thematic key visual (KV) and television commercial (TVC) aired on OOH and social platforms.
• A series of interactive mini-games on Facebook and an engaging filter on TikTok to enhance digital engagement.
• A first-of-its-kind Playground activation in the Mekong Delta on New Year’s Eve, designed to foster in-person connections.
• A special gifting package to further integrate the campaign into traditional Tet gifting culture.
• Comprehensive in-store activations at leading retail chains such as Go!, Co.opmart, Circle K, and GS25, ensuring high visibility and participation.

Huynh Thanh Nhan, marketing manager at Mirinda, said, “At Mirinda, we understand that staying relevant means evolving with our audience, especially on a significant holiday like Tet. With Dentsu Creative Vietnam, we embraced the challenge of redefining playfulness—not just as fun, but as a force that fosters real connections. The team brought this vision to life by turning cultural insights into an engaging, impactful campaign that remains deeply relatable to our consumers. Through this, we hope to inspire families to rediscover the joy of togetherness in a way that feels fresh, meaningful, and true to the spirit of Tet.”

Meanwhile, Juan Miguel Abril, senior creative director at Dentsu Creative Vietnam, commented, “Tet is more than just a celebration—it’s a moment of deep emotional connection for families. Our team was passionate about crafting a campaign that not only captures the festive spirit but also resonates with the cultural nuances of the Mekong Delta. By blending creativity with meaningful insights, we’ve transformed playfulness into a bridge that brings generations together, making Tet more joyful and memorable.”

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