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In collaboration with Dentsu Webchutney, Vice World News unveiled an exciting campaign. It spotlights the most disputed artefacts in the British Museum. And it’s seen through the eyes of the people from whom they were stolen.
The Unfiltered History Tour is the name of the excursion. Dentsu Webchutney created the film. It provides an immersive experience for viewers to learn about ten iconic artefacts’ history. VICE World News met with ten activists from ten multiple nations.
The media agency discussed the roots and stories of ten stolen relics from their ancestral homes. Questions like “How these artefacts are a crucial component of their legacy” and “Why the museum should return them right away”.
The unofficial excursion includes an in-depth look at the contentious ransacking of Australia’s Gweagal Shield, Iraq’s Ashurbanipal reliefs, India’s Amaravati Marbles, Nigeria’s Benin Bronzes, Egypt’s Rosetta Stone, Ghana’s Akan Drum, Greece’s Parthenon Marbles, Jamaica’s Birdman, Rapa Nui’s Hoa Hakananai’a, China’s Summer Palace and Boinayel figures.
John Montoya, senior director, audience and content strategy, Vice Media Group, said, “The ‘Unfiltered History Tour’ is an important teaching tool for our audience. We want to continue to educate them on the historic and modern inequalities that have been woven into our everyday lives, using technology and social media to unlock a fuller experience.”
PG Aditiya, CCO, Binaifer Dulani, creative director, and Karishma Changroth, group account director, Dentsu Webchutney, said, “Each country has specific expectations from the museum. While dialogue on the future of these artefacts is ongoing, their history is not narrated by the voices and places from where the artefact came from. This had to change. The tour gives people from the countries these artefacts came from. A way to play ‘tour guide’ and tell their side of their artefact’s history – to every visitor when they’re right in front of it. In an incredibly immersive way.”
There seems to be a lot to digest regarding colonisation in modern Britain. Vice Media feels that this initiative will help to advance this cause.
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