Cold Drinks Give the Women on These Bar Coasters Sudden Cuts and Bruises

Japanese fight alcohol-fueled violence


A new Japanese campaign aims to combat domestic violence in the country with inventive coasters that hope to tame excessive drinking, which can contribute to the problem.

Yaocho, a bar chain, and agency Ogilvy & Mather Tokyo created the coasters, each of which features a portrait of a woman's face printed in thermal ink. When a cold drink rests on the coaster, the portrait changes to include cuts and bruises.

The visuals are—no pun intended—chilling, and it's a clever use of media, though perhaps a touch too much so for its own good, with mechanics that may undermine the spirit and gravity of the message.

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