VICE World News has launched a new multimedia project that highlights the most contested artefacts in the British Museum. The project titled “The Unfiltered History Tour” was developed in association with Dentsu Webchutney. With an interactive mobile site and a 10-episode podcast series, the project offers insight into the history of 10 iconic objects on display at the British Museum. For John Montoya, Senior Director, Audience and Content Strategy, VICE Media Group said, “The Unfiltered History Tour” is an important educational tool for its audience.
“We want to continue educating them about the historical and modern inequalities that have been woven into our daily lives, using technology and social media to unlock a more complete experience. There is still so much to unbox about colonialism in Britain today: we hope this project can play a role in that development, ”Montoya added.
The project launched worldwide on Wednesday, accompanied by social activation on the VICE Media Group network. It also allows users to take a tour of the museum through Instagram filters and immersive sound. Artifacts featured in The Unfiltered History Tour include Rosetta Stone (Egypt), Parthenon Marbles (Greece), Hoa Hakananai’a (Rapa Nui), Birdman (Jamaica), Summer Palace (China), Gweagal Shield (Australia), Amaravati Marbles ( India), Ashurbanipal (Iraq), Bénin Bronzes (Nigeria), Akan Drum (Ghana).
“Each country has specific expectations of the Museum. And while a dialogue about the future of these artefacts is ongoing, their story is not told (in the official Museum tour) by the voices and places from which the artefact originated. That had to change, ”said PG Aditiya, Creative Director, Binaifer Dulani, Creative Director, Karishma Changroth, Group Account Director, Dentsu Webchutney.
According to them, the Unfiltered History Tour offers residents of the countries where these artefacts come from, a way to play ‘tour guide’ and tell their side of the story of their artefact – to each visitor when he is just in touch. opposite of it – in an immersive way.
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