Ogilvy & Mather Japan introduces violent coasters to curb drinking and domestic abuse

Japan is one of the safest countries in the world, but behind closed doors excessive drinking has led to a rise in domestic violence.

To address the issue, Yaocho, a well established bar chain in Tokyo, started a campaign encouraging responsible drinking.

VIEW THE CONCEPT

Ogilvy & Mather Japan designed a series of coasters with portraits of Japanese women printed with thermochemical ink technology that would react to the coldness of the glass, revealing bruises on the woman’s face. The idea was completed with the line ‘Don’t let excessive drinking end in domestic violence’. In this campaign, each downing of a glass metaphorically demonstrated a woman being hit in the face.

Credits –

Copywriter: Katsuya Takahashi