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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."
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