Activation· UK· 2021· Entertainment
Using AR to tell a secret story
Instead of adding dog ears to a selfie, VICE used AR to tell an important story about the British Museum's stolen artefacts.
VICE launched the 'Unfiltered History Tour' as a secret tour of the British Museum via Augmented Reality. They used the tour to tell the real story of the museum’s artefacts, free of a colonial narrative. The campaign generated 18 million impressions, and increased their TikTok following by 40%.