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SLEEPING DRUNKS BILLBOARDS
Agency Ogilvy & Mather Japan GK/Geometry Global Japan G.K. / Tokyo + Geometry Global Japan G.K. / Tokyo + Ogilvy & Mather Japan GK / Tokyo
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Category
Experiential Advertising / Guerilla
Annual ID
150859A
About the Work
Japan is one of the hardest working countries in the world. So naturally, on Friday nights, Japanese men and women like to let their hair down. This results in surprising and peculiar consequences: Sleeping Drunks. The low alcohol tolerance of the Japanese people means that thousands drink until they drop. In Tokyo, this is considered normal behavior. Yaocho, one of the biggest bar chains in the city, decided to address the issue and encourage responsible drinking. Introducing ‘The Sleeping Drunks Billboards’: Armed with white duck tape, printed headlines and logos, we turned every sleeping drunk into the poster boys of our campaign. With a tiny budget, we hijacked the most expensive advertising locations on the planet. The campaign went on to capture the attention of the world’s media. As honor is paramount in Japanese society, our campaign shamed people into drinking responsibly, or risk becoming our next Sleeping Drunk Billboard.
2015 Awards
Total Points: 5
Merit
Credits
Agency
Ogilvy & Mather Japan GK/Geometry Global Japan G.K. / Tokyo
Geometry Global Japan G.K. / Tokyo
Ogilvy & Mather Japan GK / Tokyo
Production Company
BABEL LABEL / Tokyo
Art Director
Junkichi Tatsuki
Chief Creative Officer
Ajab Samrai
Creative Director
Federico Garcia
Yasuhito Imai
Director
Kentaro Shima
Typographer
Mitsunori YAMAZAKI
Writer
Federico Garcia
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