Here's a very unjapanese Japanese ad. Hang on, let me explain, the phenomena of people falling asleep drunk on the street is very Japanese, but using these people as billboard to sell a bar is daring. You see, this campaign turned drunk-sleepers into billboards, and encouraged people to share images of the drunk billboards on social media. Oh, the embarrassment! Soon, people are shamed into drinking moderately instead, lest they become the next sleeping drunk billboard.

Armed with duct tape and printed cardboard words, they could make a sleeping drunk billboard in hight traffic (and expensive advertising) areas of Tokyo.

Client: Yaocho Bar Group
Advertising Agency: Ogilvy & Mather, 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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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.