Fri, 31 Jul 2015 01:47:09 GMT
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.
The campaign features characters from the past asking us to connect with them, through Ancestry’s family history technology and unique DNA profiling.
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.
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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,” Hunt said.
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” spots and will be supported with three 15” DR spots, plus behind the scenes films, digital & social support.
Director: Brendon Donovan
DOP: Anna Howard
Executive Producer: Jonathan Samway
Producer: Alistair Pratten
Production Company: MOTH
Editor: Andreas Gruber
Art Director: Mark Harricks
Copywriter: Dean Hunt
Creative Agency: VCCP
Executive Creative Director: Mark Harricks
Group Account Directors: Jill Chestnut
Planner: Livia Stefanini
TV Producer: Jasmine Hellier
Genres: StorytellingVCCP, Fri, 31 Jul 2015 01:47:09 GMT