Vice Media Group’s global news strand, Vice World News, creative agency Virtue Worldwide, and production company Pulse Films, have picked up 25 awards after being shortlisted for 58 at this year’s Cannes Lions, the most in the company’s history, including a Titanium and four prestigious Grand Prix.
Vice also came second in the Creative Brand of the Year Award after accumulating the second-highest number of points from its shortlisted and winning entries.
Nadja Bellan-White, Global Chief Marketing Officer of Vice Media Group, said: “This week has shown the creative and innovative force that is at the very heart of VMG The creative excellence of our teams across Vice World News, Virtue and Pulse Films, and the fact that they are constantly challenging the status quo, driving change and seeking new ways to engage with our audience, has been recognized by our peers in a historic number of awards for the Group. I want to thank everyone who has worked tirelessly on all these campaigns and I am excited about what we’ll create together over the next 12 months.”
Vice World News’ Unfiltered History Tour was awarded one of the Festival’s top accolades, a Titanium today. This latest win follows a hugely successful week that saw the groundbreaking campaign also bag three Grand Prix in the Radio & Audio, Brand Experience & Activation, and Social & Influencer categories and was shortlisted for a total of 25 across the week.
The initiative was also recognized with one Gold, four Silver and three Bronze Lions spanning a number of categories. The success of the entries across the week secured VICE second place in the prestigious Creative Brand of the Year award after amassing the second-highest number of points.
Jesse Angelo, President Global News & Entertainment, VICE Media Group noted: “I am delighted that VICE World News’ (VWN) Unfiltered History Tour has been given one of the Festival’s top honors as well as being recognized across a number of different disciplines. The campaign was innovative, immersive, authentic and totally unique – delivering exactly
what our audience demands and exemplifying what we are constantly working towards at VWN. We are incredibly proud of what we have achieved with our partners at Dentsu Webchutney.”
The Unfiltered History Tour, hailed by the judges as “brave, disruptive and engaged on a human level… all ingredients of a modern but timeless piece of work”, is a multimedia campaign that takes viewers and listeners into the history of disputed artifacts in the British Museum via augmented reality and immersive audio.
The unofficial guide, conceived in collaboration with Dentsu Webchutney, allows users to scan objects including the Rosetta Stone, Parthenon Marbles and Benin Bronzes to unlock an augmented reality that steps back in time to show the moment these items were removed. A 10-episode podcast series featuring interviews with experts from these countries brings the immersive experience to life.
The campaign achieved 20 million impressions across campaign materials, 100,000 visits to the bespoke website and 35,000 downloads of the podcast.
Virtue Worldwide, the creative agency powered by VICE Media Group (VMG), won the prestigious Grand Prix in the Digital Craft category this week as well as one Gold, four Silver and four Bronze Lions across numerous categories and was shortlisted for 21 awards in total.
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In partnership with The Danish UNESCO National Commission, Blue Shield Denmark and Polycam, the campaign Backup Ukraine enables Ukrainian civilians to digitally preserve their nation, which is home to seven World Heritage Sites, by scanning and uploading digital renderings of important architecture, statues and monuments.
The visual data is saved into the cloud and can be used for reconstruction in the future. Since launching in April, Backup Ukraine has been downloaded over 6200 times with more than 200 cultural artefacts being scanned.
VMG’s award-winning production studio, Pulse Films, off the back of their Film Grand Prix Success in 2021, won three awards for their work across three very diverse campaigns which were shortlisted for 12 awards overall.
Bassam Tariq’s film, FIFA21 Midnight Ramadan League, tells the story of the Birmingham-based football league helping Muslims stay active throughout Ramadan, picked up a Silver Lion. #WeThe15, the campaign striving to shift the narrative around the world’s most marginalized group, the 15% living with disabilities, was also awarded a Silver Lion while Oliver Hudson’s latest commercial for B&Q, B&Q Flip, secured a Bronze Lion.
Also at Cannes Lions this year, VMG Global CMO Nadja Bellan-White led the Lionheart Seminar with Nobel Peace Prize Laureate Malala Yousafzai who was recognized by the Festival for the work she’s doing to champion girls’ education around the world.
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