VICE Media’s ‘The Unfiltered History Tour’ by Dentsu Creative Bengaluru/Mumbai/Gurgaon has won the Social & Influencer Grand Prix — its third of the 2022 Cannes Lions International Festival of Creativity. It has already taken the top honours in Brand Experience & Activation and Radio & Audio.
The campaign focuses on a series of culturally significant artefacts that were stolen from their homelands and are now on display in the British Museum. Using an AI filter and immersive audio, visitors to the British Museum can access an unofficial tour of the objects, revealing how they ended up in London and questioning the right of the Museum to continue to hold on to them.
Social & Influencer Jury President Caitlin Ryan, Meta’s vice-president, EMEA, Creative Shop, said that the jury’s decision had been unanimous: “There was no debate about this choice. This campaign lives beyond the screen and creates a deep personal experience by liberating previously unheard voices. It also taps into natural behaviour. Everyone takes photos in museums and this hijacks those moments to reveal important truths.”
Ryan added: “Because this is a relatively new category, we felt we needed to offer a clear direction to a growing sector and help define the future of the Social & Influencer Lions. So we were looking for ideas that went beyond amplification. We all know that social media can do that, but what comes next?”