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Dentsu Scoops Cannes Lions Wins Through Immersive Experience

Cannes Lions, The International Festival of Creativity took place this year from June 20th – 24th, making its first in-person return after a two year absence. The five-day festival features 28 specialist awards reflecting the range of disciplines across the communications industry, amongst talks and announcements from key industry players.

Dentsu Creative, Bengaluru, in collaboration with Vice World News scored three Grand Prix as well as ‘Cannes Lions 2022 Agency of the Year’ for ‘The Unfiltered History Tour’, a slightly different tour of the British Museum, told from the perspective of the communities of the displayed artefacts.  

The Unfiltered History Tour 

The immersive guide offers visitors information on some of the museum’s more disputed artefacts, with invites to scan objects on display to transport the visitor back in time through Instagram AR filters. The campaign’s “creative, comprehensive brand-building through experience design, activation, immersive, retail and 360 degrees customer engagement”, won the judges’ approval, winning out of nearly 2,000 entries this year.

UK creativity continues to shine, with UK companies bringing home a total of 85 lions and five Grands Prix. Among the winners were AMV BBDO won two Grand Prix awards for “Hope Reef”, a living coral reef created by pet care brand Sheba.

No.1 The Making of Sheba Hope Reef

Continuing with an environmental theme Leo Burnett Sydney won the award for Innovation with “One House to Save Many” with Suncorp Group. This showed how new materials and engineering can help build more resilient homes against fires, floods, storms and cyclones.


A full list of the winners can be found on the Cannes Lions website here