The Unfiltered History Tour.
VICE World News ran an unofficial tour of the British Museum on Instagram, where visitors heard the stories behind contested artefacts told by people from the countries they were taken from.
- Brand
- VICE World News
- Agency
- Dentsu Creative India
- Market
- Global
- Region
- Global
- Year
- 2021
The challenge
The museum tells the story of objects such as the Rosetta Stone and the Parthenon Marbles from the point of view of the powers that took them. VICE wanted visitors to hear the version the labels leave out.
The idea
Building on VICE's documentary series Empires of Dirt, the team created an Instagram filter with immersive audio that told the stories behind artefacts such as the Rosetta Stone, the Parthenon Marbles and Hoa Hakananai'a. The narrators came from the artefacts' countries of origin, and a podcast and social activity extended the tour. It was made without the museum's involvement and, by the agency's account, took 18 months and more than 100 people.
Case study source: Marketech APAC Source ↗
Awards
- Cannes Lions 2022Radio & Audio – D05 CULTURAL INSIGHTBronze
- Cannes Lions 2022Social & Influencer – E03 SOCIAL PURPOSESilver
- Cannes Lions 2022Brand Experience & Activation – B02 USE OF MOBILE & DEVICESGrand Prix
- Cannes Lions 2022Titanium – A01 TITANIUMTitanium
- Cannes Lions 2022PR – B04 CONTENT CREATION & PRODUCTIONBronze
- Cannes Lions 2022Digital Craft – B03 PERSONALISED STORYTELLING & EXPERIENCEGold
- Cannes Lions 2022Social & Influencer – A07 MEDIA / ENTERTAINMENTGrand Prix
- Cannes Lions 2022Radio & Audio – C04 BRANDED CONTENT / PODCASTSGrand Prix
- Cannes Lions 2022Radio & Audio – C06 AUDIO LED CREATIVITYBronze
- Cannes Lions 2022Radio & Audio – A07 MEDIA / ENTERTAINMENTSilver
- Cannes Lions 2022Brand Experience & Activation – B04 NEW REALITIES & VOICE-ACTIVATIONSilver
Credits
- Creative agency
- Dentsu Creative India (Dentsu Webchutney)
- CEO, Dentsu Creative India
- Amit Wadhwa
