Like many people around the world, hard-working Japanese people like to let their hair down at the weekend with a few drinks. Due to the low tolerance for alcohol among the population, many people enjoying a drink become so inebriated they fall asleep in public.
The Yaocho Bar Group has taken advantage of the thousands of “sleeping drunks” by turning them into human billboards warning against excessive drinking.
Armed with white duck tape, printed headlines, logos and a call to action, a team from the Yaocho Bar Group targets sleeping people on some of the most crowded streets in Tokyo.
Honour is held in high esteem in Japanese society, and the advertisers hope the billboards will shame people into drinking moderately