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