Pixel Party creates history at the Cannes Lions 2022 for their campaign


Monday, June, 2022, Mumbai: Pixel Party, a wholly independent Indian Content and Experience
company and one of the key partners behind the The Unfiltered History Tour campaign has created
history at the Cannes Lions: The International Festival of Creativity. This is the first time an India
based firm has won the highest number of Lions, including a Titanium Lion, Three Grand Prix, One
Gold Lion, Four Silver Lions and Three Bronze Lions. This stellar campaign was created by Dentsu
Webchutney and Pixel Party, thus creating an unparalleled interactive tour of the British Museum
using augmented reality technology.
Being the most awarded campaign at Cannes Lions 2022, the Unfiltered History Tour captures the
story of the British Museum’s stolen artefacts. For this award-winning campaign, Pixel Party
developed the filters for the British museum tour by using the first of its kind technology – LiDAR
(Light Detection Ranging), which was employed to create a dynamic auto adapting Instagram Filter
that blends satellite data with Augmented Reality, to account for changing lighting conditions in
the Museum.

Using Instagram Augmented Reality filters, visitors can scan the museum’s disputed artefacts and
see them being teleported back in time to their countries of origin. It also relays violent moments in
history with the help of ten experts from those countries. The visuals were inspired by Akira
Kurosawa’s black and white films and were designed to match the emotional stories told by the

Kalpit Dwivedi, Founder and Director, Pixel Party, said: “This has been one of the most exciting and
rewarding journey for us. The entire process of creating an immersive experience was fascinating
and challenging. It forced us to think out of the box and tackle unique situations, and we are very
proud of the results. Working with a hardcore creative advertising technologist like Gurbaksh Singh
(Chief Innovation Officer, Dentsu Creative) was very thrilling and inspiring. Technology enables more
powerful, impactful storytelling. So, we decided to try this using a social platform that can build a
rich experience for every user – which is how Instagram’s augmented reality filters became part of
this project.”
Sumit Grover, Director, Pixel Party said, “Executing this entire campaign took almost 18 months and
the entire journey was exhilarating. It feels truly incredible to be recognized on the biggest
international stage. From the entire team that poured their heart into crafting this campaign, this is
our commitment to further discourse that will make room for underrepresented voices in the
industry. Well, it’s been a long journey and now it’s getting the rewards that it truly deserves”

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