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Un guide numérique « décolonisant » les objets du British Museum remporte 2 prix des Cannes Lions 2022

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il y a 3 ans

Temps de lecture : 3 min

Un guide numérique de visite, portant un regard provocant et anticolonial sur la collection du British Museum a été créé par le groupe média Vice World News, en collaboration avec Dentsu Creative. Ce projet a remporté deux prix aux Cannes Lions 2022.

Après avoir décroché le Grand Prix de l’audio et de la radio au Festival international de la créativité Cannes Lions, « The Unfiltered History Tour » – une visite subversive du British Museum racontée par les communautés dont les artefacts exposés ont été pris – a remporté son deuxième Grand Prix durant le même festival. En 2022, le projet avait déjà remporté le prix du public des Webby Awards.

Guide non officiel du British Museum

« The Unfiltered History Tour », le guide non officiel du musée de Londres, propose aux visiteurs une expérience immersive au travers des objets contestés du musée, de leurs origines et de la manière dont ils ont été obtenus.

Les visiteurs du musée sont ainsi invités à scanner les objets exposés – comme la pierre de Rosette – pour être transportés à l’heure et au lieu de provenance via des filtres Instagram AR. Gr ce à cette expérience, les utilisateurs peuvent également écouter des guides audio racontés par des personnes des pays d’oà¹ proviennent les artefacts.

Le projet a été développé et lancé sans l’accord du British Musuem.

Dans un spot vidéo réalisé pour la visite, un texte indique : « Il y a une nouvelle visite au British Museum. Mais le Musée ne le sait pas encore ! »

Le guide de visite en réalité augmenté, qui peut être utilisé dans et à l’extérieur du British Museum, est complété par une série de contenus podcast.

Le projet a été produit par Vice Media World et la campagne de communication a été gérée par Dentsu Creative India.

Performances marketing du projet

18 millions d’impressions sur les réseaux sociaux

55 000 visites sur le site web

31 000 téléchargements du contenu podcast

2 millions de vues sur TikTok.

Double récompense aux Lions Cannes 2022

La campagne de communication autour de ce projet, développée par les succursales de Bengaluru, Mumbai et Gurgaon de Dentsu Creative en partenariat avec Vice World News, a décroché le Grand Prix de l’expérience et de l’activation de marque, qui, selon le site Web de Cannes Lions, honore « la création de marque créative et complète par l’expérience ». Cette année, la catégorie a enregistré près de 2 000 inscriptions de projets originaux, par leur design, leur caractère immersif ou l’engagement client à 360 °.

Le même projet a également décroché le Grand Prix de l’audio et de la radio au Festival international de la créativité Cannes Lions.

La présidente du jury pour la catégorie Audio & Radio, Mariana O’Kelly, directrice exécutive mondiale de la création chez Ogilvy, a qualifié « The Unfiltered History Tour » de « courageux, perturbateur et engagé sur le plan humain. Il réunit tous les ingrédients d’une œuvre moderne mais intemporelle ».

Le Cannes Lions Festival, qui avait été interrompu pendant deux ans pendant la pandémie, s’est déroulé à Cannes du 20 au 24 juin 2022.

https://www.dentsu.com/sg/en/our-work/case-study-dentsu-creative-the-unfiltered-history-tour#top

https://winners.webbyawards.com/2022/advertising-media-pr/media/best-use-of-social-media/221975/the-unfiltered-history-tour-an-unofficial-guide-to-the-british-museums-most-disputed-artefacts

SOURCES: Vice World News, Dentsu Creative India, Cannes Lions

PHOTOS: Vice World News, Dentsu Creative India

Date de première publication: 26/06/2022