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. We 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.
Chief Creative Officer:Ajab Samrai
Creative Director:Federico García
Art Director:Shintaro Hashimoto
Copywriter:Federico García, Katsuya Takahashi