The next time you get a bit tipsy after having few drinks you might want to reconsider your choices if you are in Japan. Japan might be probably one of the most hard working countries so at the end of the week when the people of Tokyo decide to let their hair down and indulge in some drinks and get sloshed they end up with surprisingly unexpected consequences. Sleeping drunk in Tokyo is considered normal. There is a new trend of turning drunk and passed out people dragged into being used into PSA billboards! Yes, you heard it right two agencies, Ogilvy & Mather and Geometry Global, and bar chain Yaocho bring us this glimpse into a strange phenomenon in Japan where lots of people apparently literally drink till they drop, and sleep on the street.

To curb this disturbing trend, the slumped-over drunks are made into PSA billboards framed within a square with the hashtag #NOMISUGI, which translates to “too drunk.” And the passerby s were encouraged to share them over Instagram .The peopel shared the images all over Japan by capturing these impromptu ads, which are an effort to shame people into behaving better.

Watch the concept in action below!