The 'Sleeping Drunks' campaign features thousands of unassuming, slumbering folk.
You've probably heard the phrase "drink till you drop," but in Japan, it's a lived reality. Hardworking citizens let their hair down on the weekends, drinking so much that instead of making their way home, they turn the sidewalk into a makeshift bed. Agencies Ogilvy & Mather and Geometry Global teamed up with Japanese bar chain Yaocho to give us a glimpse at the sleeping drunk phenomenon.
The campaign frames these passed-out people with white tape, turning them into a live-action PSA billboard. The billboard is completed with the hashtag #NOMISUGI, which translates to "too drunk." Unsurprisingly, the improvised advertisements, which attempt to shame citizens out of their bad behavior for fear of turning into the next billboard, have become Instagram fodder for many. While it's impossible to tell if this campaign is staged or not, the hilarious video is still worth a look.
Stats for Slumbering Drunks Billboards
Trending: Older & Mild
Research: 446 clicks in 99 w
Interest: > 3 minutes
Concept: Sleeping Drunks
Related: 86 examples / 66 photos
Segment: Neutral, 18-55
Comparison Set: 31 similar articles, including: female perspective harassment psas, parodied school psas, and disguised driver safety psas.
Slumbering Drunks Billboards
More Stats +/-
Parodied School PSAs
Female Perspective Harassment PSAs
Disguised Driver Safety PSAs
Campy Celebrity Infomercials
Anti-Bullying Parody PSAs