Superstar

Hotaru-san by So-Net is a Japanese Guerrilla Campaign

By: Bianca Bartz - Published: Nov 6, 2009 • References: hotaru-san
Now here's a campaign based on a literally glowing idea. Human fireflies were unleashed by So-net on the streets of Japan. The participants were dressed in black, from capped head to toe, and had soccer ball sized orbs attached to their stomachs which, in the dark, were all that was visible. They ran around the streets approaching passersby, running through restaurants and dancing in a city square.

The human fireflies are amazing to watch, but even cooler is the interactive element of the campaign. The hotaru-san website lets you make your own cards using the human fireflies as art, like this one.