Australia – Global family history website Ancestry in Australia has launched a new integrated campaign titled ‘There Could Be More To Your Story’, which aims to inspire Australians to explore their own family history.
Ancestry offers its members access to one billion searchable family history records that reflect their multicultural heritage and enables them to explore local and international records including the convict and free settler lists, passenger lists, and electoral rolls and military records, as well as English, Welsh and Scottish censuses, and birth, marriage and death records, among others.
The integrated campaign is done in collaboration with creative agency Saatchi & Saatchi Australia and is the first piece of work for Ancestry since winning the project in December 2020.
Shot by Scoundrel award-winning director James Dive, ‘There Could Be More To Your Story’ visually demonstrates the rich tapestry of information available on the website that leans into the intrigue and meaningful discoveries associated with family history.
Erin Bennett, the country manager of Ancestry Australia, said that Saatchi & Saatchi understands the magic that can come from uncovering the stories in the family history, and that their creative concepts bring this emotion to life in a fresh, visually compelling way that strongly captures the brand’s identity.
Saatchi & Saatchi Chief Creative Officer Mike Spirkovski, commented, “It’s fascinating how little many of us know of our past, especially the finer details which create the bigger picture. We wanted to showcase just how much goes into an individual’s story and the discoveries one could make when using Ancestry.”
Meanwhile, Anna Cherry, the national head of strategy at Spark Foundry, the media agency of Ancestry, said, “It’s wonderful to work with a partner like Saatchi & Saatchi who can help reflect this focus on reaching the curious audience end-to-end; from our media approach to the creative that will be in the market.”
The campaign will run in Australia and New Zealand, and will be handled by Spark Foundry.
