By Gurbaksh Singh
Technology gave us the braveness to dare. It made #TheUnfilteredHistoryTour (UHT) doable with out ever visiting The British Museum; and India’s largest Cannes Lions Winner!
Let me take you on a journey to uncover know-how, its affect, and its hyperlink with concepts in right this moment’s world earlier than diving deep into the tech of #TheUnfilteredHistoryTour.
All nice items of labor certainly begin with an concept, however additionally it is true that know-how may be the distinction between a superb and an excellent concept. For occasion, a horse carriage, jet airplane and supercar are three totally different executions of the identical concept – mobility. While all three of them take us from one place to the opposite, you simply can not evaluate a supercar to a horse carriage.
The Unfiltered History Tour: Genesis
Saturday is a kind of days after I discover myself fidgeting and taking part in with my drones and different ‘geek stuff’.
Tring-Tring, Hey Gbax! Free for a fast chat? PG Aditiya had simply watched a documentary about colonialism and the way the British stole artifacts from the world over. And we began speaking about how the British Museum stands as a logo of a darkish previous during which communities have been robbed of their cultural symbols and wealthy historical past. As the dialogue progressed, we even introduced in Gautam Ragunath to supply a wider perspective.
The preliminary concept was to create an internet site the place the museum guests might test whether or not the artifacts have been stolen or not. So you stroll into the museum, go to the location, level your cellphone in the direction of an artifact, and growth, a stamp seems which says ‘stolen or not stolen’!
However, it was that dialogue which impressed me to make the guests on the British Museum conscious of the true origins of the artifacts on show.
The Execution
When you may have an excellent idea, you need to determine the easiest way to execute it. Execution has the facility to make or break an concept. The web site didn’t really feel natural to me as it isn’t social, which implies that guests have to cross-share their experiences individually to reach on the tales they needed to inform.
The Next Stop
The apparent subsequent step was Facebook. We deliberate to deploy an interactive submit that might let guests scan the artifacts through a cell digicam. While Facebook provided an excellent benefit of being a social platform, it threw a set of challenges too. We nonetheless wanted to elucidate the steps to guests since interactive posts usually are not a norm on the platform. While this execution was higher, it was not one of the best.
The Final Destination
Once the concept of Facebook was rejected, I went into what I prefer to name ‘Tech-Hibernation’ mode. I spent the day in search of a know-how that would make the concept accessible to each customer. I firmly imagine that know-how needs to be easy, and an natural extension of human capabilities.
After a number of hours of brainstorming, a lightning bolt struck and I arrived at an ‘Instagram (IG) Filter’ execution to teleport the artifacts again to their origins. Everyone immediately liked it! The first early-stage prototype was prepared in a matter of days, reinforcing our religion within the Instagram filter.
Instagram Merits
AR filters are immersive and extremely participating.
Organic to make use of.
A broadly used platform worldwide.
Most individuals have prior expertise utilizing the filter.
IG filter helps you to report your POV and therefore, makes the expertise personalised and customisable.
Now I used to be assured that we’d perform the sensible idea. Everyone appeared to search out it thrilling.
The platform was set. It was solely a matter of time till the sensible brains at Dentsu Webchutney started to create an expertise round it.
The Scale
We confronted a whole lot of challenges when the execution started, nevertheless, we additionally found many prospects. All of this helped us add scale to the concept.
Podcasts, for instance, have been by no means supposed to be part of the unique idea. Thus, the primary
Instagram prototype filter had no audio.
Since IG filters have a restrict of simply 4MB, our key focus was to construct a seamless visible expertise. After we made just a few variations, we optimised the dimensions with none compromise on the visible high quality. So, we added a dummy 60-sec audio monitor. Initially, the monitor was simply part of tech testing.
But then it led to a different Eureka second. AR Filter + Audio. This opened the flood gates of artistic considering. We added an audio narrative after which developed it right into a podcast sequence. The preliminary concept would have by no means gained the Radio and Audio Grand Prix. In truth, we’d not have even entered it into that class. However, it was know-how optimisation and exploration that led us to podcasts and ultimately to our very first Cannes GRAND-PRIX. And I might enormously prefer to thank Vice for believing within the idea and creating implausible podcasts.
The Challenges and Outcomes
The know-how execution started in a pandemic world and took greater than 500 days to complete. All of the checks have been accomplished remotely by non-technologists, and the whole operation was carried out covertly.
Detailed Tech Dope is Available Here:
There have been instances when the venture appeared unattainable, and we questioned why we had taken such a harmful route with so many doable failure factors. But we dared, dedicated to our mission, and persevered find options to each drawback that arose.
Kudos to the group ‘Pixel Party’ for maintaining their calm regardless of the lots of of revisions I requested for. It was lucky that we encountered so many technological challenges because it compelled us to include additional know-how to enhance the idea, which might not have been doable in any other case.
Since UHT utilised many applied sciences, it was in a position to qualify for a number of tech classes and win on such a big scale. We additionally acquired one other GRAND PRIX in ‘Use of Mobile Devices – Touchpoints & Technology’!
Creating History
No different Indian marketing campaign has gone so far as #TheUnfilteredHistoryTour has. It is essentially the most profitable Indian marketing campaign within the historical past of the Cannes Lions, with a Titanium, three Grand Prix, one Gold, 4 Silvers, and three Bronzes, in addition to the title of Agency of the Year. It is a supply of immense delight not just for our group however for the whole nation. UHT is really INDIA’s voice!
I’m grateful to the whole group who’re additionally my very shut pals. They are those who labored collectively on this onion peeling course of, imparting taste to the execution layer by layer.
As I wrap up, Godard’s well-known phrases echo in my head, “It is not where you take things from, it is where you take them to.” This marketing campaign is a narrative of how know-how can allow you to dare BIG and create historical past.
Here is the hyperlink to those who’ve contributed to this extraordinary marketing campaign:
The creator is chief innovation officer, Dentsu Creative India
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Source: www.financialexpress.com”