Ancestry Unveils New Campaign Via Independent Agency Workshop

Ancestry has launched a new TV brand campaign which showcases the personal impact that unlocking family history can have on identity, self-discovery and understanding who you are.

The campaign videos, which follow the brand’s “Life Stages” online series (launched in February), follow the journeys of three Australians – surfboard shaper James Cheal, Chilli Surfboards, travel and lifestyle blogger, and creator of The Vista, Julia Ashwood, and winemaker Glen Robert of Bent Road Wine – as they uncover their pasts, deepening their self-understanding, and inspiring their futures.

As part of Ancestry’s commitment to local content, the brand campaign was conceived from data-led consumer insights, which helped identify the real-life stories Australians would most relate to.

“Our latest brand campaign explores the significant impact that unlocking your past can have on your future,” says Nigel Seeto, marketing director at Ancestry. “Witnessing first-hand the transformative power that discovering their roots had on these three individuals has been a real privilege, and we’re hoping to inspire more Australians to take this journey.”

Working in partnership with their local creative agency Workshop to produce the campaign, the spots follow the Ancestry and AncestryDNA stories of Chilli, Julia, and Glen, as they uncover heritage they never knew they had.

Chilli discovers his life’s work is mirrored in his ancestor’s seafaring origins; new mum Julia’s nomadic background matches her spirit for adventure and inspires her next travels; and winemaker Glen finds comfort in his diverse roots and connections to the land by tracing his ancestors’ journey to Australia.

Jamie Kwong, creative director of Workshop, said “Realising the positive difference Ancestry and AncestryDNA can make to people’s present lives by connecting them to their past has been really satisfying for us. It was a privilege to work with wonderfully appreciative people like James, Julia and Glen and through discoveries made via Ancestry, help them understand more, and feel good about the paths they’ve chosen. Whether those paths be shaping surfboards, making wine or creating travel guides.”

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