From Dentsu Creative.
The British Museum's own audio guide describes looted objects in the language of acquisition, and it is the only narration a visitor ever hears.
An unofficial AR tour of ten disputed artefacts, narrated by people from the communities they were taken from, delivered through Instagram filters inside the building.
The Stupid/Smart of it
Stupid: Building the entire experience inside a venue that could shut it down, on a platform that could remove the filters, about a subject that invites legal threat.
Smart: Running a rival tour inside someone else's museum is trespass by any normal standard, but the objects' own people are the only narrators with real standing.
Vice's whole positioning is the story the institution will not tell, so the trespass is on-brand rather than opportunistic.
It needs no media buy because the museum supplies the audience, six million visitors a year, already standing in front of the artefact.
Choosing AR filters as the delivery system, because it needs no permission and nothing to install in the building.
Idea-poweredIt works when you describe it out loud. You could brief this. Survives paraphrase.
Cannes Lions 2022: three Grands Prix — Radio & Audio, Brand Experience & Activation, and Social & Influencer.
Also a Titanium Lion, a Gold, four Silver and three Bronze. Some outlets count the Titanium as a fourth Grand Prix; three is the figure the category listings support.
Dentsu Creative named Cannes Lions Agency of the Year 2022, the first Indian agency to take the title.
Client: Vice World News
Agency: Dentsu Creative India (then Dentsu Webchutney), Bengaluru / Mumbai
Narrated by: members of the communities the artefacts were taken from
Artefacts covered: including the Rosetta Stone (Egypt), the Amaravati Marbles (India), the Gweagal Shield (Australia) and the Parthenon Marbles (Greece)
Delivery: Instagram AR filters, triggered in front of each object inside the British Museum
The devices behind this one, from our library of ways in:
Sources: Ad Age, Brand Experience & Activation Grand Prix · The Drum, second Grand Prix · Campaign Brief Asia, Social & Influencer Grand Prix · Dentsu Creative case film
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