Danish travel search site Momondo has released an advertising series called The DNA Journey which offers 67 people to test their DNA, to find out more about their ancestry proving that most people have no idea of the diversity of their origins.

Participants were asked about what they thought the test would uncover, as well as their prejudices about people from other nationalities. They were invited back after the tests were completed, and some were shocked by the results. The project was captured on film by Copenhagen agency &Co. and production house Bacon.

Check out the DNA Journey series below:

Momondo is also now inviting 500 people to take a DNA test as part of a competition in partnership with personal DNA testing company Ancestry DNA. The winner will take a “DNA journey” and visit the countries of their origins.

CREDITS

Agency: &Co – Denmark

Client: Momondo

Production Company: Bacon

Creative Director: Robert Cerkes

Senior Copywriter: Tue Rossel

Senior Copywriter: James Godfrey

Account Director: Thomas Christenson

Account Director: Trine Eisinger

Account Manager: Marianne Louise Seirberg

Agency Producer: Arlette Walso

Strategic Planner: Ornulf Johnsen

Director: Jeppe Ronde

Executive Producer: Mette Jermiin

Production Manager: Ditte Odgaard

Director of Photography: Magnus Jønck

Lighting: Aslak Lythans

Production Designer: Mads Jorgensen

Wardrobe: Stine Gudmondsen

Makeup: Louise Bruun

Sound Recording: Lars Gonzalez

Post Production: Bacon X

Sound Design: Kevin Koch

Colorist: Hannibal Lang

Editor: Simon Borch

Music Title: Troughs