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Dentsu Creative India, APAC’s biggest winner at Cannes Lions!

Dentsu Creative India, APAC’s biggest winner at Cannes Lions! 电通创意
2022-06-28
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导读：3 Grand Prix, 1 Titanium Lion, Agency of the Year, Dentsu Creative made history at Cannes Lions!


Dentsu Creative has made history in the Cannes Lions International Festival of Creativity last week. The Unfiltered History Tour created for Vice Media by Dentsu Creative India, APAC’s biggest winner of the year, won 3 Grand Prix and the most prestigious Titanium Lion that celebrates game-changing creativity. Dentsu Creative Bengaluru was named Agency of the Year while Dentsu was awarded Regional Network of the Year – Asia Pacific!
A first for the industry in India. A perfect milestone for Dentsu Creative, the unique new global creative network. The Unfiltered History Tour is a piece that illustrates what we define Modern Creativity: changes society through the power of experience – an idea accelerated by technology. 



THE UNFILTERED HISTORY TOUR
Brand: VICE MEDIA
Agency: DENTSU CREATIVE BENGALURU

VICE World News is a newly formed brand that provides global news reporting for young audiences internationally. The challenge was to grow their cross-platform audience by cutting through a crowded media environment, while sticking to their editorial mission of placing Vice at the forefront of conversations around under-reported issues like colonialism. We had to connect with a younger readership, and find a way for them to embrace these issues beyond news headlines and hot takes on social media.

The Unfiltered History Tour is a guerrilla tour of the British Museum carried out via Instagram filters by making use of Augmented Reality that the internet is no stranger to. However, instead of adding dog ears to a selfie, the same technology was re-engineered to scan and identify life-sized 3D artefacts in differing light conditions throughout the day, to unfilter centuries of colonial narrative. 

In this alternative interactive tour, visitors can scan 10 disputed artefacts of the museum and see them being teleported back in time to their home countries, with experts from their homelands playing tour guide by narrating the true story of the loot of these treasures, with Augmented Reality being used as a subversive contextual overlay, as first-ever visual depictions of scenes of crime form a contextual overlay over the artefact in real-time using Augmented Reality. Those who are not at the British Museum can unfilter history from wherever they are in the world, with immersive audio-video experiences and extended podcasts hosted on the Unfiltered History Tour website.

While the British Museum’s narrative portrayed the colonies as helpless in the face of British aggression; AR in smartphones were used to tell history from the perspective of the colonies, as formidable foes who fought to save their cultural treasures.

In a YouGov poll conducted weeks after the Tour was launched, 59% of Britons said they believed the Parthenon Marbles (part of the Tour) belonged in Greece, a sharp turn in the opposite direction.

Visit theunfilteredhistorytour.com to discover more.



-ENDS-



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电通创意 电通创意（DENTSU CREATIVE），以变革式创意为独特驱动力，以商业为本，追求创意的极致。作为横跨全球120多个市场的创意网络，电通创意为品牌带来整合增长解决方案，为人、企业和社会创造积极影响。
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