Vice World News' "Unfiltered History Tour," which took viewers into the history of disputed artifacts in the British Museum via augmented reality and immersive audio, has won the Grand Prix for Audio and Radio at Cannes Lions.
Vice World News 'Unfiltered History Tour' wins Radio & Audio Grand Prix at Cannes
The campaign, by Dentsu Creative's Bengaluru, Mumbai and Gurgaon offices, allowed viewers to explore the museum but used Instagram AR filters to reveal the provenance of the pieces and the countries from which they were questionably “acquired.” Users scanned the artifacts, such as the Rosetta Stone and Parthenon marbles, unlocking an augmented reality that took them back into the time when they were acquired, and then could listen to podcasts from experts from the countries from which they were taken.
Why it won
Jury President Mariana O'Kelly, Ogilvy's global executive creative director, said the jury had a very strict idea of the critieria it was looking for in a winner, and the Vice work "ticked all those boxes."
"We wanted a piece that had a deep insight into a culture, place or person," she said. " A big idea that you could summarize in a tweet. A platform idea that could be bold; immaculate and immersive execution. And an idea that didn’t work without audio."
The "Unfiltered History Tour," she said, was "brave, disruptive and engaged on a human level and demanded change on an issue that nobody has tackled before. It had all ingredients of a modern but timeless piece of work."
Controversy or clear winner?
O'Kelly said that the work was the clear winner in the category. Two Golds were awarded to Spotify for its work with FCB on "A Song for Every CMO."
O'Kelly was upbeat about the category, which she said was changing rapidly. "We saw audio as NFTs, podcasts, and games. It is not a traditional channel anymore. With rapid integration of tech, we wanted to make sure we choose a selection of work that opens up this category," she said. "But the script still matters though."