If you thought the ritual of writing shaming, embarrassing things on passed-out drunk people was relegated to college parties, you’d be mistaken. Now two major ad agencies in Japan are doing virtually the same thing, but for a good cause.
In partnership with Yaocho, one of the biggest bar chains in Tokyo, Ogilvy & Mather and Geometry Global have created a campaign aimed at discouraging Japanese citizens from getting so blitzed that they pass out and sleep in the streets. And what better way to dissuade such behavior than creating a shaming, public spectacle out of those who fail to excercise better judgement?
Such unfortunate, inhibriated individuals are marked with the hashtag #NOMISUGI, which translates to “too drunk,” and surrounded by a square of white tape. All over Japan, passersby have been Instagram-ing images of these human billboards, creating a viral PSA of sorts. While we agree with AdWeek that it’s difficult to tell whether these individuals truly draped themselves so horrendously on subway staircases and on sidewalks or whether the scenes have been staged, the campaign still sends a clear message: Behave, or risk becoming our next literal poster child for poor decision making.
Just some food for thought to get your weekend off to a somewhat-honorable start…