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Ancestry and VCCP launch new ‘Come Find Me’ campaign
The campaign features characters from the past asking us to connect with them, through Ancestry’s family history technology and unique DNA profiling.
Imagine if our ancestors could connect with us across time. What if we came face to face with people from the past? What would they look like? Sound like? And what stories would they have to tell?
In a new campaign working across TV, Digital and Social: Ancestry, VCCP and production partner Moth have brought people from the past alive, allowing our ancestors to make passionate appeals for us to connect directly with them.
Three separate ads feature an 1888 Barrow Girl (Costermonger), a 1788 First Fleet Convict and an 11th Century Viking leader named Kolbjorn who speaks in his native tongue of Old Norse.
VCCP Founding Creative Director Dean Hunt talked about the campaign in more detail;
“Each of these moving portraits is a simple call to action. A message from the past asking us to connect. We get a taste of each person’s world at their time in history, and hint of their story. We get to experience the fear of our First Fleet convict; the optimistic resolve of our Barrow Girl; and the raw danger of the Viking.
Effectively this is a brand campaign with a simple direct response twist, brought to life with great production values and meaty performances.
Working with Ancestry, Moth, and historians of each period, the team worked hard to recreate accurate art department, wardrobe and dialogue, to really do justice to the ancestors of real Australians and New Zealanders.”
Ancestry Country Director, Kelly Godfrey, added;
“Some of us will know our immediate family history, but very few of us know about our family stories that go back hundreds of years. Ancestry’s family history website and new DNA profiling product allow us to find out who we are and go way back to where our family story began, down to our actual DNA make-up, region by region.
We think the work does a brilliant job of inviting every Australian and New Zealander to look into their past to see what they will discover. ”
The campaign will launch with three 30” spots and will be supported with three 15” DR spots, plus behind the scenes films, digital & social support.
Ancestry is the world’s largest online family history resource with more than 2 million subscribers across all its websites worldwide. AncestryDNA test has been taken by 1 million customers globally
Executive Creative Director: Mark Harricks. Founding Creative Director: Dean Hunt Copywriter: Dean Hunt Art Director: Mark Harricks TV Producer: Jasmine Hellier Group Account Director: Jill Chestnut Planner: Livia Stefanini
Production Company: MOTH Director: Brendon Donovan Exec Producer: Jonathan Samway Producer: Alistair Pratten DOP: Anna Howard Art Department: Ingrid Weir Wardrobe/Makeup: Jennifer Lamphee
Client: Ancestry Director Australia and New Zealand: Kelly Godfrey Senior Marketing Manager: Nigel Seeto
Content Production: Grant Markert Editing: Andreas Gruber
About Ancestry Ancestry is the world's largest online family history resource with more than 2 million subscribers across all its websites. More than 16 billion records have been added to the Ancestry.com sites and users have created more than 70 million family trees containing more than 6 billion profiles. In addition to its flagship site www.ancestry.com, the company operates several global Ancestry international websites along with a suite of online family history brands, including Archives.com, Fold3.com, Newspapers.com, and offers the AncestryDNA product, sold by its subsidiary, Ancestry.com DNA, LLC, all of which are designed to empower people to discover, preserve and share their family history.