Japan is one of the hardest working countries in the world. So, at the end of the week, Japanese salary men and women let their hair down with very surprising consequences: Drunk Sleeping.
By the end of a Friday and Saturday night you can find thousands of people sleeping on the streets. In Tokyo, this is considered normal behavior, so we decided to address the issue.
The idea: Turn Sleeping Drunks into human billboards against excessive drinking. Armed with white duck tape, printed headlines, logos and a call to action, we turned every sleeping drunk into an anti-drinking billboard.
With very little budget (duck tape and several printed cardboards), we hijacked some of the most advertising-crowded streets in Tokyo.
As honor is paramount in Japanese society, we shamed people into drinking moderately or risk becoming our next Sleeping Drunk Billboard.
Client: Yaocho
Agency: Ogilvy & Mather, Japan
Chief Creative Officer: Ajab Samrai
Creative Directors: Yasuhito Imai, Federico Garcia
Copywriter: Federico Garcia
Art Director: Junkichi Tatsuki
Production Company: Babel Label
Director: Kentaro Shima
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