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

Coaster.jpgJapan 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
Violent.jpgOgilvy & 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 -
Art Director: Shintaro Hashimoto
Chief Creative Director: Ajab Samrai
Creative Director/Copywriter: Federico Garcia
Copywriter: Katsuya Takahashi

1 Comments

Aryan said:

I will say the same as I said on ad week. This is a fun way to make sure guys keep drinking since they have to keep topped up with a cold one to see the effect. Plus it's a great subliminal message for them after making sure they have drank enough to go home and hit their wife.

What about men? Women are also linked to domestic violence on men and it's no small statistic http://www.theguardian.com/society/2010/sep/05/men-victims-domestic-violence

Plus domestic violence isn't caused by drinking but is an excuse people use to disguise underlying issues. http://www1.umn.edu/humanrts/svaw/domestic/link/alcohol.htmI

I think this misses the point and is done in a clumsy way.

Also it's just an ill informed and bad attempt at ripping off a fantastic WCRS idea for women's aid.
http://www.adweek.com/adfreak/bruised-woman-billboard-heals-faster-more-passersby-look-her-163297

This ad is being PRed all over simply to get good momentum for Cannes. It's a scam done badly and pushed out through a tiny bar in the foreigners district of Tokyo where it will have little to no impact and no one would know about it without these press releases.
http://www.yaocho.jp

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