UNFILTERED HISTORY CLEANS UP AT CANNES LIONS 2022

Vice World News, a newly formed brand, wanted to challenge itself to grow its cross-platform audience while sticking to an editorial mission of placing Vice at the forefront of conversations around under-reported issues like colonialism. Enter The Unfiltered History Tour, a secret tour of the British Museum’s stolen artefacts via Augmented Reality.

The tour took place right under the noses of the British Museum, offering accounts of each artefact’s theft through the words of the communities they were stolen from, and generating over 18 million impressions in the process.

The tour was a landmark piece of work for newly formed Dentsu Creative, who’s India office took home Agency of the Year at the Cannes Festival of Creativity earlier this year, with Unfiltered History winning the Titanium Lion in the process.