Social Media Marketing & the Marginalized Creativity

Vice Media highlights disputed artifacts in British Museum with interactive campaign


By Shawn Lim | Reporter, Asia Pacific

December 9, 2021 | 3 min read

Vice Media has created a campaign to highlight the origin of 10 disputed artifacts that are currently in the British Museum.

The campaign, called ‘The Unfiltered History Tour’ and conceptualized together with Dentsu Webchutney, is focused on artifacts including Summer Palace (China), Gweagal Shield (Australia) and Amaravati Marbles (India).

The stories of these artifacts will be told through an interactive mobile site and a 10-episode podcast series featuring experts from the homelands of these objects.


The podcast will be hosted on and podcast platforms

Visitors to the British Museum can use Instagram filters and immersive audio to scan objects including the Rosetta Stone, Parthenon Marbles and Benin Bronzes to discover the moment these objects were removed.


The podcast will be hosted on and podcast platforms. It will explain the cultural significance of the 10 items from the perspective of those from whom the artifacts were removed. These experts include Aboriginal rights activist Rodney Kelly, a descendent of the original owner of the Gweagal Shield.

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“The Unfiltered History Tour is an important teaching tool for our audience: we want to continue to educate them on the historic and modern inequalities that have been woven into our everyday lives, using technology and social media to unlock a fuller experience,” said John Montoya, senior director for audience and content strategy at Vice Media.

“There is still so much to unpack about colonialism in Britain today: we hope that this project can play a part in furthering this.”

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