Agencies: Dentsu Creative Bengaluru
Market: India | Client: Vice World News

The British Museum holds a collection of over eight million culturally and historically significant artefacts and is a destination for visitors from around the world. Few of those who come to view its exhibits know that many of these works were forcibly stolen by the British Empire. Today, restitution advocates from around the world are calling for their return.

Dentsu Creative Bengaluru worked with Vice World News to devise ‘The Unfiltered History Tour’ – a guerrilla interactive tour of the British Museum telling the story of ten looted items currently on display at the museum. Users can take the tour at home or on-site.

This unofficial tour uses Instagram filters to scan and identify life-sized 3D objects in the museum, unfiltering centuries of colonial narrative and providing a platform for underrepresented voices, without any agenda. Users are given an immersive audio-video experience, featuring a comprehensive history of famous artefacts including Egypt’s Rosetta Stone, Ghana’s Akan Drum and Australia’s Gweagal Shield. This is supplemented with extended podcasts available on the Unfiltered History Tour website.

The campaign challenged people’s perceptions about the historical narratives we are taught versus the more complex realities. The work also promoted equality by giving a voice to those who would otherwise be left outside the narrative. So far, the campaign has generated 55,000 website visits, two million video views on TikTok and over 31,000 podcast downloads. With a total of 18 million campaign impressions, ‘The Unfiltered History Tour’ represents a positive step forward in correcting the narrative.

Dentsu Creative Bengaluru’s History Tour has led India’s tally in most of the major award ceremonies, with 19 medals at Spikes Asia 2022, 18 Pencils and a Best of Discipline at The One Show 2022, and eight Pencils at the D&AD Awards.