Ancestry focuses on ‘Origin’ stories in first NRL campaign
Ancestry has launched its inaugural partnership with the NRL’s State of Origin, with a new campaign that delves into the deep roots of well-known Australian rugby league players.
The ‘Discover your Origin’ campaign was created with longtime partner agency DEPT, and “communicates the power of DNA testing” through key Origin players Tom Trbojevic and Ben Hunt.
According to DEPT, the concept drew inspiration from Michel Gondry’s music videos for bands such as Daft Punk and The White Stripes, and features AI-enhanced visuals “where the past and present intersect.”
“DEPT really took on the challenge of embracing heritage but powering it with innovation,” said James Walmsley, head of marketing Australia and New Zealand at Ancestry.
“The use of AI to create the imagery and voice-over in this campaign was a great example of how to use this technology in a way that enhances creativity. We couldn’t be more happy with the collaboration with DEPT and their innovative spirit”
The campaign is live today and will be amplified across all screens including TV, VOD, and social.
Credits:
Ancestry:
James Walmsley – Head of Marketing
Sinead Bushell – Marketing Manager
Nozi Bhebhe – Marketing Manager
National Rugby League:
Caroline Yuen – General Manager Partnerships
Sophie Wills – Partnership Manager
Joshua Bell – Digital Commercial Executive
Weber Shandwick Australia:
Rachel Vidaic – Business Director
Joey Gan – Senior Account Manager
Ellen Budgell-Price – Account Manager
Publicis:
Will Koukouras – National Director of Sport & Entertainment
Patrick van Breugel – Partnerships Manager of Sport & Entertainment
DEPT Australia:
Jessica White – VP, Creative & Media
Brad Stevens – Executive Creative Director
Sam McGraw – Account Director
Spark Foundry Australia:
Joshua Green – Strategy Director
Natali Kakovska – Client Partner
Emma Castino – Client Director
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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