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The Unfiltered History Tour is an interactive guerilla Tour of the British Museum’s most disputed artefacts, carried out through immersive audio-visual AR Instagram filters, experiences, and extended podcasts.. 10 native experts play tour guide, in first-ever visual depictions of moments in history shown from the perspective of the once-colonised. These narratives went on all platforms and were designed to transport listeners back in time to the homelands of the artefacts, while giving often silenced voices a chance to express colonial trauma. 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, dismantling the British Museum’s narrative, and by extension, centuries of imperial narrative.

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Zing Tseng - The British Museum - in school, we learn about museums. But you’re never taught to question how their collections ended up in their hands. According to many people, the British Museum is the world’s largest receiver of stolen goods. Sharifa Balfour, Museologist and Curator of Institute of Jamaica - “The British Museum never clearly indicate which one… pieces was looted.” Heba Abd el Gawad, Member, Egypt's Dispersed Heritage: Artefacts of Excavation - “Colonialism has never gone away, there is this…colonialism of knowledge.” Tarita Alarcón Rapu, former Governor of Rapa Nui - “Rapa Nui have the body, but you have the soul.” Victor Ehikhamenor, prominent director and artist - “You killed people. You loaded your ships up with these things… and you left.” Haki Shakur, historian and member, New Afrikan Independence Movement - “They stole our ancestors.” Zing: VICE World News brings you the true stories of 10 of these objects, and how they ended up in the British Museum. Told by people from the countries they were stolen from. Go to the British Museum and scan the objects on Instagram to reveal their stories. Learn more on the Unfiltered History Tour podcast. Head to our Instagram highlights to get started.

Please tell us how disruption in your market place inspired the work

VICE World News is a newly formed brand, to provide global news reporting for young audiences internationally. In order to grow their cross-platform audience significantly year on year, we needed to cut-through a crowded media environment. The Unfiltered History Tour tackled the marketing challenge of developing awareness and consumption by using a unique format (Augmented Reality backed by journalistic reporting) which captured their audience’s attention. Providing a platform for underrepresented minority voices, allowed VICE World News to travel to Ghana, Nigeria, Egypt, Jamaica, Rapa Nui, Iraq, India and several other countries. They were also able to provide a deeply authentic, international perspective which can often be lost in mainstream news reporting around repatriation of the British Museum’s objects. The podcast series allows users to delve deeper with something heavily educational, moving listeners beyond the habit of simply reacting to news events through headlines and hot takes on social media.