Dentsu Creative, Bangalore, has become the first agency from India to be named Cannes Lions 2022 Agency of the Year.
The agency was awarded a Titanium, three Grand Prix, two Gold Lions and three Silver Lions for The Unfiltered History Tour, making the unofficial guide to the British Museum the most awarded campaign from India at Cannes Lions.
Dentsu global CCO Fred Levron: “The Unfiltered History Tour shows how a disruptive idea, accelerated by the power of technology and social media can change culture and help one of the most progressive media brands, VICE, empower the next generation and provide a balanced narrative.
"We could not be prouder of the work and the hugely talented team in India. This is our first Cannes Lions as DENTSU CREATIVE and it has set the bar. Our thanks also go to VICE Media for their trust and belief. We are nothing without client partnership.”
Amit Wadhwa, CEO, Dentsu Creative, India: "When you begin Cannes Lions with a Grand Prix, you think you have already hit a lifetime achievement, but this week just got better and better.
"It is hard to describe how we feel on receiving three Grand Prix, let alone a Titanium and to top it all off, Agency of the Year - it is a moment to rejoice for each one of us at Dentsu Creative India.
"The team is just so proud of the work, but also the outcome too.; We got the world talking about something which really matters deeply, something which will change the way that historically important artefacts are handled in the future, and in turn could change the way that history is taught to millions around the world. Now that is very special indeed."
The Unfiltered History Tour is an unofficial guide to the British Museum, which gives visitors an immersive tour of the museum’s disputed artifacts, their origins and how they were obtained.
Visitors are invited to scan objects on display, such as the Rosetta Stone, or the Parthenon Marbles, and are transported back to the time and place of provenance via Instagram AR filters. Through the experience, users can listen to audio guides narrated by people from the countries whence the artifacts hailed.
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