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.”
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]