Campaign India Team
Dec 09, 2021

Vice World News unlocks disputed gems at British Museum

Watch the film conceptualised by Dentsu Webchutney here

Vice World News has created a virtual tour of the 10 most disputed items in the British Museum, narrated by people from the communities those objects were taken from.
The project aims to explore the most disputed artefacts housed in the British Museum through modern technologies. Conceptualised by Dentsu Webchutney, the film aims to offer an insight into the history of ten iconic items on display, in the British Museum, through an interactive mobile device filter. 
The content discusses Australia’s Gweagal Shield (shown above), India’s Amaravati Marbles, Iraq’s Ashurbanipal reliefs, Nigeria’s Benin Bronzes, Ghana’s Akan Drum, Greece’s Parthenon Marbles, Rapa Nui’s Hoa Hakananai’a, Jamaica’s Birdman and Boinayel figures, Egypt's Rosetta Stone and China’s Summer Palace.
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. There is still so much to unpack about colonialism in Britain today. We hope that this project can play a part in furthering this.”
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 (in the museum's official tour) 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. We hope this encourages every visitor to start engaging in meaningful dialogue about reconciling with our uncomfortable shared pasts equitably.”
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