What is it: A guerrilla tour of British Museum’s most contested stolen artifacts via Instagram Augmented Reality filters and audio.

Described as “the un-filtering filter,” this campaign reimagines what AR can do to change minds and behaviors.

After taking the tour, 59% of Brits believed the Parthenon marbles should actually belong in Greece.

Why it works: Capturing the attention of young crowds with a dissenting viewpoint within the very walls of the museum itself creates a powerful perspective-shifting effect. There’s something empowering about truth and educating folks despite age-old institutional realities.