Dentsu will host a seminar titled "Happy Hacking: Redefining the Co-creation Frontier" at the 60th Cannes Lions International Festival of Creativity, currently being held in Cannes, France. Perfume, who will embark on a European tour next month, will appear as special guests at the seminar. The seminar will showcase the evolution and potential of "hacking," a method of bringing together brands, agencies, consumers, and creators to share resources across disciplines and create higher-level works. Daito Manabe of the creative office Rhizomatiks and Kaoru Kanno, a Dentsu creative technologist, will deliver a presentation on Perfume using cutting-edge digital technology. In conjunction with this, two new co-creation projects with fans, the "Drawing Project" and the "Twitter Project," have been launched on the Perfume global website.

The 45-minute seminar will begin at 11:00 PM Japan time on the 20th (4:00 PM local time) and will be live-streamed on Cannes Lion's YouTube channel.

The Cannes Lions International Festival of Creativity began as a theatrical advertising film competition that was part of the Cannes Film Festival, but became an independent event in 1954. Today, it functions as an event that conveys the cutting edge of business in the advertising communications field. It is highly regarded among international advertising awards for the composition of its jury and the quality of the winning works, and attracts around 10,000 participants.