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Ancestry
Declaration Descendants

RAN IN: United States

CLIENT
Ancestry

AGENCY
Droga5 *Lead Agency

David Droga, Creative Chairman
Ted Royer, Chief Creative Officer
Tim Gordon, Executive Creative Director
Jonny Bauer, Global Chief Strategy Officer
Colm Murphy, Co-Head of Strategy
Tom Gibby, Strategy Director
Dean Challis, Group Communications Strategy Director
Kathryn Ruocco, Senior Communications Strategist
Lily Ng, Data Strategy Director
Jennifer Chen, Senior Producer


OMD


Weber Shandwick


SUMMARY

As category leader, Ancestry had enviably high awareness. The problem: for most, exploring their ancestry was a project that could wait. We needed to inspire people to act now. Research revealed that understanding your origins can offer inspiration for today; instead of looking backward, the brand helps us look forward. By restaging a historical moment with modern-day descendants of all races and genders, we demonstrated how our past can inspire our future, reminding our divided nation that diversity is our strength. This sparked a cultural conversation, increased consideration and sales.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CINEMA;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);DIRECT;Email;ECOMMERCE;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);MOBILE/TABLET;Display Ad (Mobile/Tablet);Messaging/Editorial/Content;Other (Mobile/Tablet);OOH;Billboard;Place-Based;PR;SOCIAL MEDIA;TV

Audience: New Audience

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English