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.
What's Driving This Trend
- Sleeping Drunks
- Opportunity for public safety campaigns to shame citizens into better behavior by highlighting the consequences of excessive drinking.
- PSA Billboards
- Potential to utilize billboards as a creative medium for delivering important messages and raising public awareness.
- Social Media Fodder
- Growing trend of campaigns and advertisements going viral on social media platforms like Instagram.
Who This Affects Most
- Advertising
- Opportunity for advertising agencies to create impactful and attention-grabbing campaigns that raise awareness and encourage behavior change.
- Public Safety
- Potential for public safety organizations to leverage creative strategies to educate the public and promote responsible behavior.
- Social Media
- Opportunity for social media platforms to embrace and encourage the sharing of unique and engaging content, such as viral campaigns.
