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.
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?
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 second spots and will be supported with three 15 second DR spots, plus behind the scenes films, digital and social support.
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
Director Australia and New Zealand: Kelly Godfrey
Senior Marketing Manager: Nigel Seeto
Content Production: Grant Markert
Editing: Andreas Gruber