How Japan’s sleeping street drunks have been turned into human billboards for alcohol awareness campaign

Japan is one of the hardest working 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.
By the end of a Friday and Saturday night you can find thousands of people sleeping on the streets. In Tokyo, this is considered normal behavior, so we decided to address the issue.
The idea: Turn Sleeping Drunks into human billboards against excessive drinking. Armed with white duck tape, printed headlines, logos and a call to action, we turned every sleeping drunk into an anti-drinking billboard.

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