| Title | HOTARU-SAN |
| Brand | SO-NET ENTERTAINMENT CORPORATION |
| Product / Service | SO-NET |
| Category | A03. Consumer Services |
| Entrant | McCANN ERICKSON JAPAN Tokyo, JAPAN |
| Entrant Company: | McCANN ERICKSON JAPAN Tokyo, JAPAN |
| Advertising/Web Design Agency: | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Seiji Shiramizu | McCann Erickson Japan | Exective Creative Director |
| Naoto Nishio | McCann Erickson Japan | Copywriter |
| Naoto Nishio | McCann Erickson Japan | Art Director |
| Midori Nissato | McCann Erickson Japan | Art Director |
| Shotaro Adachi | McCann Erickson Japan | Art Director |
| Tetsuya Kinouchi | McCann Erickson Japan | Agency Producer |
| Kazuyoshi Arai | McCann Erickson Japan | Agency Producer |
| Takayuki Nakazato | So-net Entertainment Corporation | Copywriter |
Hotaru-san was launched to increase the brand value of So-net and promote fiber optic internet service targeting college students and new graduates who needs to become independent in this tough economy and worst hiring slump. When the things are not on the bright side, it might be better turning off the light. It may bring out the fragile lights we missed before. Hotaru will cheer you up to keep your fragile lights on. So-net decided to light up such darkness by featuring hotaru-san hoping to send out positive messages to cheer up the society.