Results and Effectiveness

With little budget (just a roll of duck tape and several printed cardboards) we hijacked one of the most advertising-crowded streets in Tokyo and maybe the world. Hundreds of pictures of our sleeping drunks where shared throughout social media. After that, we released a video-case of the idea, generating global buzz, getting featured in some of the most important media in the world and kick-starting a national debate about this issue. The video reached a quarter million views within days of its launch.

Creative Execution

The Shibuya Crossing is probably the most advertising-crowded crossing on earth. An average of 5000 people cross the streets every minute. Armed with nothing more than duck tape and printed headlines, we turned every sleeping drunk into an anti-drinking billboard, completely hijacking the attention of the pedestrians with almost no budget whatsoever.

Insights, Strategy and the Idea

Japan is probably one of the hardest working countries in the world. At the same time, one of the safest countries in the world. So, at the end of the week, japanese salary men and women let their hair down with very surprising consequences: Drunk Sleeping. Friday and Saturday, by the end of the night, you can literally find thousands of people sleeping on the streets. In Tokyo, this is considered normal. Our client, one of the biggest bar chains in Tokyo, decided to address this issue. The idea: turn the sleeping drunks into ads against excessive drinking. People wondering the streets of Tokyo at night found this usually expected sight, in a very unexpected way.