Drunk People Passed Out in Japan Get Turned Into PSA Billboards While They Sleep

Ambushed as a warning to others

Headshot of Alfred Maskeroni

Next time you're out at a bar tying one on, you might want to reconsider your choices—if you happen to be drinking in Japan. 

Two agencies, Ogilvy & Mather and Geometry Global, and bar chain Yaocho bring us this glimpse into a strange phenomenon in Japan where lots of people apparently literally drink till they drop, and sleep on the street.

To curb this disturbing trend, the slumped-over drunks are made into PSA billboards—framed within a square of white tape and adorned with the hashtag #NOMISUGI, which translates to "too drunk." Instagram users all over Japan have been capturing these impromptu ads, which are an effort to shame people into behaving better.

We're not sure if it's staged or not, but it's a hilarious concept, and worth a look below. 

Via Ads of the World.

Client: Yaocho
Agencies: Ogilvy & Mather Japan/Geometry Global 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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@maskeroni alfred.maskeroni@adweek.com Alfred Maskeroni is director of video for Adweek.