Ancestry invites people to piece together their family history in new work via Saatchi & Saatchi
Ancestry, the global leader in family history, has launched ‘There Could Be More To Your Story’, an integrated campaign created by Saatchi & Saatchi Australia, to broaden the brand’s appeal to a wider audience.
The campaign is the agency’s first piece of work for Ancestry since winning the project in December 2020.
The campaign creative leans into the intrigue and meaningful discoveries associated with family history as the inspiration for people to discover the stories of their ancestors’ lives.
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Shot by Scoundrel award-winning director James Dive, the campaign film aims to inspire people to explore their own family history by visually demonstrating the rich tapestry of information available on the Ancestry website.
Says Erin Bennett, country manager, Ancestry Australia: “Saatchi & Saatchi really understand the magic that can come from uncovering the stories in your family history, and their creative concepts bring this emotion to life in a fresh, visually-compelling way that strongly captures our brand identity. We look forward to sharing these powerful stories.”
Says Mike Spirkovski, chief creative officer, Saatchi & Saatchi: “It’s fascinating how little many of us know of our past, especially the finer details which create the bigger picture. We wanted to showcase just how much goes into an individual’s story and the discoveries one could make when using Ancestry.”
Anna Cherry, national head of strategy at Spark Foundry, Ancestry’s media agency, comments on how the new creative campaign reflects a focus on reaching a ‘curious’ audience: “Studies have shown that deliberately piquing ‘curiosity’ activates a chemical reaction in the brain which is a powerful driver of sustained motivation, encouraging repeat visitation that creates profitable growth.
“Identifying the curious through their behaviours and speaking to them emotionally changes the way they engage. To do this, we moved from a demographic audience to a mind-set approach that leveraged survey data to build an audience that identified themselves as curious. We then built a proprietary tool to determine where and how to reach them.
“It’s wonderful to work with a partner like Saatchi & Saatchi who can help reflect this focus on reaching the curious audience end-to-end; from our media approach to the creative that will be in market.”
The campaign launched with an ANZAC film supported with creative that talks to both the DNA and Family History product offerings. The campaign will run in Australia and New Zealand. Spark Foundry is handling media.
Client: Ancestry
Country Manager AUNZ: Erin Bennett
Senior Marketing Manager: Jenni Dodd
Creative Director INLT: Alex Stainton
Director Consumer Insights: Maxine Walter
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Senior Copywriter: Jack Wall
Senior Art Director: Phil Harkness
Executive Producer: Rachel Devine
Head of Planning: Graham Sweet
General Manager: Toby Aldred
Group Account Director: Libby Weston-Webb
Senior Account Manager: Tress Wilson
Production Company: Scoundrel
Director: James Dive
Editor: Adam Wills
Post Production: FIN Design
Audio: Squeak E. Clean Studios
Media Agency: Spark Foundry
7 Comments
Nice idea, nicely shot, but that fade of the photo over the top ruins it. You should have spent more time getting the art to look like a photo, that was clearly the whole point.
…really lovely.
Don’t mind this. Better than their last stuff.
Ancestry is boring and so is this.
Lacking diversity and craft. Sad.
Simple & sophisticated. Perfect tone for Ancestry imho.
Extremely campaignable idea too. Can’t wait to see the one about someone’s great uncle who sank 41 stubbies during the 1927 Ashes and pissed himself. Those are the stories about our ancestors we wanna hear!
God damn he’s effective.