Japan is one of the worlds safest countries. But increasingly behind closed doors, women are becoming the subject of domestic violence, largely spurred on by alcohol abuse.
To tackle this issue face-on, Yaocho, a bar chain in Japan, collaborated with agency Ogilvy & Mather Tokyo to create a series of 'reactive' coasters that could engage with the end-user.
The clever design features portraits of women's faces printed in thermal ink. When a cold drink rests on the coaster, the portrait would change to include cuts and bruises - a visual symbolic of the fact that alcohol too commonly leads to violence.
See the campaign in action below.