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Festival of Creativity
27 - 29 September 2017



2013 Branded Content & Entertainment


Short List
CategoryA04. Best Use or Integration of User-Generated Content
Entrant Company DENTSU Tokyo, JAPAN
Contributing Company 2 DENTSU Tokyo, JAPAN
Contributing Company RHIZOMATIKS Tokyo, JAPAN
Name Company Position
Toyoichiro Tada Dentsu Music And Entertainment Producer
Hikaru Ikeuchi/Jun Katougi/Yuko Suzuki/Tina Toda Dentsu Inc. Producer
Kaoru Sugano Dentsu Inc. Creative Technologist/Copywriter
Hiroshi Sato White Graphic Stamp Director
Keiichi Yoshikawa Programmer And Language Designer
2bit Buffer Renaiss Server-Side Programmer
Satoshi Horii/Hiroyasu Kimura/Tatsuya Takemasa Rhizomatiks Programmer/Designer/Art Director/Designer/Server-Side Programmer
Uchiyama Masahiko/Nobuko Kimura/Kobayashi Masahiko/Osuga Masako/Shimajiri Yuki/Y Stage Director/Lighting Designer/Pa/Makeup/Hair Stylist/Wardrobe
Motonori Suzuki/P.i.c.s./Tasko/Kyoko Koyama Motion Graphic Designer/Visual Produce/Mechanical Design Support/Midi Programming Support
Shinichi Miter/Toshihiko Sakurai Stylist/Dress Maker
Satoru Higa/Motoi Ishibashi/Tomoaki Yanagisawa/Yoichi Sakamoto Rhizomatiks Programmer/Hardware Engineer/Designer/Wearable Device Design/Development/Installation Support
Takcom P.i.c.s.management Motion Graphic Director
Evala Port/Atak Composer (Intro And Global Site #003 Project)
Daito Manabe Rhizomatiks Artist/Programmer
Yasutaka Nakata Capsule Composer (Spending All My Time Extend Mix)
Mikiko Elevenplay Director/Choreographer
Aa-CHAN/KASHIYUKA/NOCCHi Amuse.inc Artists

Describe the campaign/entry:

It is difficult for people in Japan, due to the language barrier and physical distance, to experience the live performance of a globally active artist. For the fans, that this widely popular group in Japan was taking its first step on the global stage was a joyous occasion, but at the same was viewed a little ruefully as the chances of seeing their performance live was reduced.


Phase 1: June 6, 2013 (two weeks prior to Perfume’s performance at Cannes Lions). An announcement was made that Perfume was to take the stage at the Cannes Lions International Creativity Festival. At the same time, a teaser site was disclosed. Thanks to a massive number of hashtag #perfume_um messages expressing mounting enthusiasm amongst the fans, the 3D scanned images of the Perfume members were gradually revealed. The number of tweets reached 30,000 in six days, allowing the 3D data to become downloadable. Phase 2: June 13, 2013 (one week prior to Perfume’s performance at Cannes Lions). The website for the actual performance is announced. To support the group’s introduction on the global stage, the fans in Japan were provided a special drawing tool designed specifically for this project. This sticker-type tool, used within a special programming environment, allowed even the novice to create animations with ease. Thus users were able to create a costume movie that could be projected on the 3D models. The designs created by the users became downloadable along the trio’s 3D scanned data. Phase 3: June 20, 2013. Cannes Lions The tweets and drawings by the fans for the past two weeks took center stage along with the performance of Perfume at Lions Live. Metaphorically, the fans stood together with the artist on the global stage.

The news of Perfume, the enthusiastically acclaimed music group in Japan, performing on the European stage for the first time in Cannes Lions was widely reported on by the Japanese media. Simultaneous with the release of this news, an announcement was made regarding a website in support of the performance, to where a vast number of fans visited.

In a span of one week: ・more than 30,000 tweets were sent. ・the promotional video at the project site recorded more than 210,000 views. ・more than 5,000 animations were created. ・the performance won first place in the Lions Live popularity vote, and Perfume obtained the rights to stream their performance live on YouTube. The performance on YouTube recorded over 1,000,000 views; and the event received worldwide media attention.