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

Ambushed as a warning to others

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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