Title | THE UNFILTERED HISTORY TOUR |
Brand | VICE WORLD NEWS |
Product / Service | VICE WORLD NEWS |
Category | B03. Social Content for User Engagement |
Entrant | DENTSU WEBCHUTNEY Bengaluru, INDIA |
Idea Creation | DENTSU WEBCHUTNEY Bengaluru, INDIA |
Idea Creation 2 | DENTSU WEBCHUTNEY Mumbai, INDIA |
Idea Creation 3 | DENTSU WEBCHUTNEY Gurgaon, INDIA |
Media Placement | DENTSU WEBCHUTNEY Mumbai, INDIA |
PR | DENTSU WEBCHUTNEY Mumbai, INDIA |
Production | DENTSU WEBCHUTNEY Mumbai, INDIA |
Production 2 | PIXEL PARTY New Delhi, INDIA |
Production 3 | VICE MEDIA London, UNITED KINGDOM |
Name | Company | Position |
---|---|---|
Gautam Reghunath | Dentsu Creative | Head of Business |
Aditiya P.G. | Dentsu Creative | Head of Creative |
Gurbaksh Singh | Dentsu Creative | Innovation Lead |
Binaifer Dulani | Dentsu Creative | Creative Lead |
Karishma Changroth | Dentsu Creative | Project Lead |
Ashwin Palkar | Dentsu Creative | Creative Head - Art |
Kushal Lalvani | Dentsu Creative | Copy Lead |
Aabhaas Shreshtha | Dentsu Creative | Creative - Art |
Anjali Thomas | Dentsu Creative | Account Manager |
Geetika Sood | Dentsu Creative | Creative Producer |
Niranjan Raghu | Dentsu Creative | Video Lead |
Manish Joseph | Dentsu Creative | Motion Graphics Lead |
Ishtaarth Dalmia | Dentsu Creative | Strategist |
Ananya S Rao | Dentsu Creative | Strategist |
Meghna Yesudas | Dentsu Creative | Social Lead |
Shaleen Wadhwana | Consultant | Research Consultant |
Shreya Vivek Arora | Dentsu Creative | Senior Art Director |
Tanya Paul | Dentsu Creative | Senior Art Director |
Vignesh Praveen | Dentsu Creative | Animation and Video Production |
Manasi Sheth | Dentsu Creative | Art Director |
Rakesh Bairwa | Dentsu Creative | Lead Web Developer |
Rahul Sharma | Dentsu Creative | Web Developer |
Gerson Pearson | Dentsu Creative | Video and Mixed Reality Producer |
Priyanka Borah | Dentsu Creative | Business Lead |
Stuti Sudha | Dentsu Creative | Copywriter |
Amey Chodankar | Dentsu Creative | Creative - Art |
Karthik Nambiar | Dentsu Creative | Auxiliary Art Support |
Farishte Irani | Dentsu Creative | Microsite - Copy |
Vaishakh Kolaprath | Dentsu Creative | Art Director |
Ronak Chugh | Rooted Films LLP | Films |
Sameer Rahat | Consultant | Music Composer |
Jeremy Pinto | Vivi5 Studios | Motion Graphics |
Manas Sharma | Vivi5 Studios | Motion Graphics |
Mehul Mahicha | Vivi5 Studios | Motion Graphics |
Ateesh Chattopadhyay | Consultant | . |
Prashant Bhikadia | Consultant | . |
Sachin Ghanekar | Consultant | . |
Emi Eleode | Consultant | . |
Shanel Moraes | Consultant | . |
Situation The British Museum is the world’s largest receiver of stolen goods. With over 8 million objects, that’s a lot of looted artefacts. For for centuries, we’ve only heard the imperialist version of they got there. An equitable environment can only be created when silenced voices express the intergenerational trauma caused by colonial loot. Brief To place VICE World News at the forefront of conversations around colonialism and challenge dominant cultures by opening up dialogue to countries around the world to create a balance in the way history has been told. Objectives 1. Give a platform to underrepresented minority voices to share their accounts of artefacts that belong to their country. 2. Re-ignite the ongoing conversation on repatriation and postcolonialism on social media, with VICE championing marginalised voices. 3. Educate young people about the untold side of history using a tool as accessible as Instagram filters to tell unfiltered stories.
The Unfiltered History Tour is an interactive multimedia tour of the British Museum’s disputed artefacts through Instagram Augmented Reality filters and an extended podcast series. From Egyptologists, to the seventh descendant of the Gweagal Shield, to the Governor of Rapa Nui - 10 experts play tour guide in narrating the true histories of artefacts from their homelands. Visitors to the museum can scan disputed artefacts, and see them being teleported back in time to their home countries (featuring the first-ever visual depictions of scenes of colonial crime, narrated by voices of native experts). Those who aren’t at the British Museum can unfilter history with immersive audio-video experiences and extended podcasts detailing the stories of colonial crime, hosted on the Unfiltered History Tour website.
Data gathering Through an exhaustive selection process in consultation with an art historian, disputed artefacts with an imperialist narrative were chosen, with representation across continents and cultures - Jamaica, Easter Island, Egypt, Greece, Nigeria, Ghana, Iraq, India, China and Australia. Target audience We took a social-first approach and spoke to young people on platforms they were most likely to take notice of - Instagram, TikTok, Spotify, Apple Music and other audio platforms. Approach At any given point, only 1% of the British Museum's collection is on display. Through our extended podcast series, users could continue to discover the unfiltered history of artefacts not on display - like the Amaravati Marbles from India and Birdman and Boiyanel Structures from Jamaica. Call to action Visitors to the British Museum were invited to experience another side of history by taking the Unfiltered History Tour.
There is a danger in a single story and narrative, and so the attempt was to balance the narrative by giving a platform to underrepresented colonial voices, without any agenda. The Unfiltered History Tour was developed by a 100-person strong team working remotely for 18 months across 10 timezones. We got expert voices from the countries these artefacts belonged to - Ghana’s Ernest Domfe and Haki Shakur, Nigeria’s Victor Ehikhamenor, Egypt’s Heba Abd el Gawad, Iraq’s Max Joseph, Jamaica’s Sharifa Balfour, Greece’s Petros Apostolakis, Australia’s Claire G Coleman and Rodney Kelly, China’s Fu Yiwen and Rapa Nui’s Tarita Alarcón Rapu and Sergio Rapu. Their accounts of the intergenerational trauma and suffering of their ancestors, along with the looting of their cultural treasures formed the bedrock for the extended 10-part podcast series and Instagram Augmented Reality filters that launched in December, 2021.
In its first month, the campaign has seen $631K earned media 32 million social impressions 40% rise in TikTok followers and 49% increase in total impressions on Instagram 21,583 podcast downloads and 5,200 filter uses Change in behaviour According to a 2014 survey, 59% of Britons were proud of the British Empire. In a 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. The podcast series let us go a lot deeper with the project and give audiences something heavily educational, not found in British history textbooks. What some users had to say after taking the tour: “Clever and a brilliant way of teaching historical reality” “Confronts and challenges colonial origins.” “Hearing the past told by multiple perspectives gives depth.” “A much needed resource.”