Tag: Ancestry

Australia – Ancestry, a family history company, has announced its partnership with Ampol State of Origin 2024 through an initiative titled “Discover Your Origin.” Said collaboration is a strategic push to which Ancestry not only dives into the deep roots of Australian rugby league players this season but also highlights its slate of DNA product offerings. 

The ad, developed in collaboration with partner agency DEPT®, ties DNA testing to the Australian National Rugby League (NRL) fan base and highlights its potential. Ancestry seeks to reveal the origins of the athletes’ DNA, along with some traits, by means of captivating social media content and exclusive access to talent, such as State of Origin players Ben Hunt and Tom Trbojevic. This will be demonstrated through material, demonstrating how ancestral discovery can speak to any kind of audience and encourage viewers to go out and explore on their own. 

The idea originated with Michel Gondry’s music videos for acts like Daft Punk and The White Stripes, which feature backward-moving time sequences that give his films an otherworldly and enthralling feel. AI-enhanced images, such as an 80s-style lounge space where the past and present collide, are used in the ad. 

Artificial intelligence (AI) was used by DEPT® and Ancestry to improve production efficiency. In addition to giving frames more dimension, AI made voice-over recording easier by producing a variety of options that guaranteed a flawless alignment between sounds, images, and brand identity. 

The ad is currently running and will be promoted on all platforms, including social media, TV, and VOD. Publicis Sport & Entertainment oversaw the collaboration, with DEPT® Australia handling creative creation and Spark Foundry Australia handling media strategy.

James Walmsley, head of marketing Australia and New Zealand at Ancestry, said, “DEPT really took on the challenge of embracing heritage but powering it with innovation. The use of AI to create the imagery and voice-over in this campaign was a great example of how to use this technology in a way that enhances creativity. We couldn’t be more happy with the collaboration with DEPT and their innovative spirit.” 

Meanwhile, Brad Stevens, executive creative director at DEPT®, said, “What I love about DEPT® is our constant pursuit of new ways to solve our clients’ problems. With this particular brief, we were lucky to have an ambitious client willing to embrace technology to tackle the challenge: connecting the past to the future, and doing it in a very short turnaround.” 

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.

https://vimeo.com/544882373/c591117dff

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.