I don’t know if it’s true, but apparently Japan has a drinking problem. Far to often people get drunk and don’t make it home, passing out on street corners, in subways and on staircases. To combat this growing trend, creative ad agency Agilvy and Mather started an innovative campaign that turned those same drunks into living billboards.
Using masking tape and hashtags the company constructs billboards around these thoroughly passed out citizens and encourages passers by to post pictures to social media using the hashtag #Nomisugi, which means “too drunk.” The program entitled “The Sleeping Drunk Billboards” has already spurred a lot of attention on twitter and hopefully raised awareness for the cause… rather than just shame a whole bunch of Japanese drunk people.
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Source: designfaves.com