The Japanese are some of the hardest-working people in the world. So, on Friday nights, they like to let their hair down. But drinking can have peculiar consequences for Tokyo's public. With low alcohol tolerance, hundreds of people in the city literally drink until they drop, falling asleep on the streets. In Tokyo, this is considered quite normal. Aided by Ogilvy & Mather Japan, the Yaocho Bar Group addressed the issue by turning the dozing drunks into billboards. Armed with duct tape and printed headlines, they outlined drunks and underlined the importance of drinking responsibly, encouraging passers-by to take photos and share them on social media. Honour is paramount in Japan. Ogilvy took this concept and used it to shame people into drinking safely or risk becoming their next drunk billboard.
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