KYOORIUS ADVERTISING AWARDS - Experience & Activation (Guerrilla Stunts & Activations)

The Unfiltered History Tour - Vice World News - Vice Media JPG
The Unfiltered History Tour - Vice World News - Vice Media MP4 2m:06s

The Unfiltered History Tour
Brand: Vice Media
Client: Vice World News
Entrant: Dentsu Creative Services (India)

The Unfiltered History Tour - Vice Media - Vice World News

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Entry Title: The Unfiltered History Tour
Brand: Vice Media
Client: Vice World News
Entrant Company: Dentsu Creative Services (India)
Description: The Unfiltered History Tour is a guerrilla tour of the British Museum carried out via Instagram filters by making use of Augmented Reality that the internet is no stranger to. However, instead of adding dog ears to a selfie, the same technology was re-engineered to scan and identify life-sized 3D artefacts in differing light conditions throughout the day, to unfilter centuries of colonial narrative. In this alternative interactive tour, visitors can scan 10 disputed artefacts of the museum and see them being teleported back in time to their home countries, with experts from their homelands playing tour guide by narrating the true story of the loot of these treasures, with Augmented Reality being used as a subversive contextual overlay. Those who aren’t at the British Museum can unfilter history from wherever they are in the world, with immersive audio-video experiences and extended podcasts hosted on the Unfiltered History Tour website. The Unfiltered History Tour was developed remotely over 18 months, with a local team in London gathering data on measurements and placements. To account for changing lighting conditions in the Museum and ensure a seamless user experience, AR technicians employed LiDAR (Light Detection Ranging) data integration, developing a first-of-its-kind dynamic auto adapting Instagram Filter that blends satellite data with Augmented Reality.

The Instagram filters faced multiple rounds of rejection by the Spark AR team for being ‘shocking, sensational, excessively violent. However it was reviewed out of context, without the overlay of native representation. After nearly 20 design iterations, the Instagram filters were approved and ready to deploy at the Museum. During development, our biggest ally was ironically, the Museum’s layout on Google Earth.
Company Credits: Dentsu Creative India
Individual Credits: Aabhaas Shreshtha - Creative Director- art
Individual Credits: Vaishakh Kolaprath - Associate Art Director
Individual Credits: Stuti Sudha - Senior Group Head - Copy
Individual Credits: Kushal Lalvani - Group Head - Copy
Individual Credits: Tanya Paul - Group Head Art
Individual Credits: Karthik Nambiar - Art Director
Individual Credits: Manasi Sheth - Associate Art Director
Individual Credits: Geetika Sood - Associate Creative Director
Individual Credits: Farishte Irani - Copy Supervisor
Individual Credits: Meghna Yesudas - Senior Copywriter
Individual Credits: Ananya Rao - Creative Strategist & Manager - Corporate Strategy
Individual Credits: Rakesh Bairwa- Senior Director - Production
Individual Credits: Manish Joseph - Senior Group Head - Motion Graphics
Individual Credits: Niranjan Raghu - Group Head - Video
Individual Credits: Gerson Pearson - Associate Group Head - Video and Mixed reality
Individual Credits: Vignesh Praveen - Sr. Video Editor and Animator
Individual Credits: Rahul Sharma - Senior Lead Developer
Individual Credits: Shreya Vivek Arora - Sr. Visualizer
Individual Credits: Karishma Changroth - Group Account Director
Individual Credits: Anjali Thomas - Senior Account Manager
Individual Credits: Binaifer Dulani - Creative Director - copy
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