Big in Japan

Nice outdoor campaign from Japan. The campaign is to promote a new Swedish reality show called Big in Japan. They hooked motion detectors up to a billboard, and when triggered will set off camera flashes and screams from adoring Japanese fans. Could you make it big in Japan?

For those that are wondering, the show is about 2 swedes who have 1 month to make it big in Japan. Apparently this will then be taken into other countries as well.

I would have loved to have seen someone walk past it late at night when the streets are empty. I can only suppose that they turn the interactivity off late at night.