Last but not least: testimonial booze corpse

Japanese people work hard, long and persistently during the week. Even though attitudes toward work and family are changing in the current generation of 20- and 30-year-olds, and issues such as "work-life balance" are becoming increasingly important, 15-hour days remain the order of the day (Source). All the greater seems to be the need to go over the top at the weekend. People drink until they pass out and fall asleep somewhere. Since many Japanese "suffer" from alcohol intolerance, this does not even require particularly large quantities. According to Case-Movie, the numerous alcohol corpses seem to be part of Tokyo's street scene and do not attract much attention.

The Yaochi bar chain wanted to raise awareness among the public to stop before the capital last drink so that they can make their way home safely. To do so, it enlisted the help of Ogilvy & Mather Tokyo. The agency developed a campaign that transformed sleeping drunks into human posters. Using tape and pre-made lettering, the sleepers were "decorated" in such a way that they became the main characters of a chilling campaign. Using the hashtag #Nomisugi - meaning "too drunk" - passersby were urged not only to take notice of the boozy corpses, but also to photograph them and share them on social media. Without knowing the Japanese data protection law: Presumably, the sleeping people will have been actors. Nevertheless, the campaign does not seem to have missed its mark. And perhaps in the future, one or the other passerby will ask himself whether he really wants to be in the place of one of the sleeping booze corpses next weekend. (hae)