The Unfiltered History Tour by VICE
The British Museum houses over 8 million artifacts, many of which were acquired during colonial rule. But the museumâs official narratives often omit the violent histories behind these objects. In 2021, VICE World News launched âThe Unfiltered History Tourâ, a guerrilla AR experience that let visitors scan artifacts and hear the stories of how they were takenâfrom the voices of people in the countries they came from. It wasnât just a tourâit was a truth bomb.
Campaign Overview
The campaign launched as a mobile site and Instagram filter that allowed users to scan 10 controversial artifacts inside the British Museum. Once scanned, users heard audio stories narrated by journalists and historians from countries like India, Nigeria, Egypt, and Jamaicaâdescribing how the artifacts were looted, stolen, or forcibly acquired.
The campaign also included a podcast series, social media content, and guerrilla marketing tactics. It was entirely unsanctioned by the museum, making it a digital act of protest.
Campaign Objective
VICE aimed to:
Challenge the sanitized colonial narratives presented by the British Museum
Use immersive tech to democratize historical storytelling
Amplify voices from formerly colonized nations
Reinforce VICEâs brand identity as a fearless, truth-telling media platform
The goal was to decolonize the museum experienceâwithout asking for permission.
Execution
Augmented Reality Tour: Visitors used Instagram filters to scan artifacts and unlock hidden histories told by voices from their countries of origin.
Podcast Series: Each episode explored the colonial backstory of a specific artifact, featuring local experts and journalists.
Mobile Microsite: A sleek, accessible platform hosted the AR experience and podcast archive.
Guerrilla Launch: No permission from the British MuseumâVICE encouraged users to âtake the tour they wonât give you.â
Social Media Amplification: Bold visuals, quotes, and teaser clips drove engagement across Instagram, Twitter, and TikTok.
Brand Impact
âThe Unfiltered History Tourâ teaches us that truth doesnât need permission. The campaign also shows the power of platform-native activismâwhen your message fits the medium, it travels faster. And finally, it proves that brands can be educators when they lead with curiosity and courage.
Results
The VICE â The Unfiltered History Tour Campaign achieved remarkable global reach, generating over 1.5 billion impressions and 18 million social impressions, alongside 35,300 podcast downloads. The campaign facilitated 100,000+ unfiltered tours, combining educational impact with cultural engagement. It earned 10 Cannes Lions awards, including Titanium, Gold, and Grand Prix, and was featured in leading outlets such as The Guardian, BBC, Al Jazeera, and The New York Times. The initiative drove a surge in podcast downloads and social engagement, while also being adopted as an educational tool in classrooms and activist circles, cementing its influence both creatively and socially.
Lessons Learned
âWhateverkenâ teaches us that brand control is overrated. The campaign also shows the power of celebrating user behavior instead of correcting it. And finally, it proves that humor and humility are universal currenciesâespecially in a world of fragmented attention.
