Cannes Contenders 2022: dentsu International India

Believe your entry deserves a Lion? Send us the work and the case

May 30, 2022 04:11:00 AM | Article | Campaign India Team

After a two-year gap, the Cannes Lions International Festival of Creativity will be hosting an on-ground event in 2022.
 
Global creative work will be celebrated from the industry through its red carpet awards nights between 20-24 June.
 
As always, Campaign India will lead the charge from this region by showcasing all of India's entries to the festival through our 'Cannes Contenders' series. 
 
This is based on the premise that Cannes jurors don’t get enough time to scrutinise and deliberate a piece of work they haven’t really come across before. This series is a way of acquainting them with the good work from India and South Asia before their judging stint. And of course, to acquaint the rest of the industry with work from this region which is competing at the Cannes Lions this year. 
 
dentsu International India has two such entries:
 
Agency: dentsu Webchutney
Brand: Vice Media
Entry title: The Unfiltered History Tour
 
The Unfiltered History Tour is a secret tour of the British Museum’s stolen artefacts via AR and immersive podcasts. AR was re-engineered to scan and identify life-sized 3D artefacts in differing light conditions throughout the day, to showcase first-ever visual depictions of scenes of colonial crime, without the Museum’s knowledge. 
 
When visitors scan the museum’s stolen artefacts, geo-located filters are activated. They hear native experts narrate the true histories of how they were stolen, as scenes of crime form a subversive, contextual overlay over the artefact using augmented reality. 
 
While the museum’s narrative portrayed the colonies as helpless in the face of British aggression; AR in smartphones was used for the first time ever, to tell history from the perspective of the colonies, as formidable foes who fought to save their cultural treasures. Global audiences not at the museum could unfilter history through a podcast series on the Tour’s website.
 
 
Agency: Isobar India
Brand: Global ESport
Entry title: The Protest Match
 
Global eSports and Isobar India protested the Taliban ban on Afghanistan's women cricket team by making them play the 2022 Cricket World Cup. Virtually. By recreating a virtual cricket match that they could never play physically and creating a new form of protest that could be expressed globally.