Vice and Dentsu’s guerilla British Museum tour nets its second Grand Prix at Cannes
A defiant, anti-colonial look at the storied artifacts in the British Museum created by Vice World News in collaboration with Dentsu Creative today scored its second Grand Prix at Cannes Lions 2022.
After snagging the Grand Prix for Audio & Radio at the Cannes Lions International Festival of Creativity, ‘The Unfiltered History Tour’ — a subversive tour of the British Museum as told by the communities from whom displayed artifacts were taken — has won its second Grand Prix.
Today, the campaign, developed by Dentsu Creative’s Bengaluru, Mumbai and Gurgaon branches in partnership with Vice World News, snagged the Grand Prix for Brand Experience & Activation, which, per the Cannes Lions website, honors “creative, comprehensive brand-building through experience design, activation, immersive, retail and 360° customer engagement.” This year, the category saw nearly 2,000 entries.
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The unofficial guide to the historic museum offers visitors an immersive tour of the museum’s disputed artifacts, their origins and how they were obtained. Museum-goers are invited to scan objects on display — like the Rosetta Stone — to be transported back to the time and place of provenance via Instagram AR filters. Through the experience, users can also listen to audio guides narrated by people from the countries whence the artifacts hailed.
The project was developed and launched without the blessing of the British Musuem. In a video spot made for the tour, a text overlay reads: “There’s a new tour at the British Museum. But the Museum doesn’t know about it. Yet.”
The jury president for the Audio & Radio category, Mariana O’Kelly, global executive creative director at Ogilvy, called ‘The Unfiltered History Tour’ "brave, disruptive and engaged on a human level,” in speaking with AdAge. “It had all ingredients of a modern but timeless piece of work,” she added.
The Cannes Lions Festival, which was on hiatus for two years during the pandemic, is back. It will run through June 24.