Ancestry helps Australians understand ‘why I am like I am’ in new campaign

Ancestry is seeking to help Australians better understand themselves by unlocking their family history.

In its latest campaign, which builds off new digital series Life Stages, Ancestry follows three Australians as they uncover their own history and discover ‘why I am like I am’.

Surfboard shaper James ‘Chilli’ Cheal, creator of The Vista Julia Ashwood, and winemaker Glen Robert of Bent Road Wine are the three put under the microscope.

In his clip, Cheal finds out his life’s work mirrors his seafaring origins, Ashwood discovers her nomadic background bares similarities to her passion for adventure, and Robert finds his connection to the land.

Ancestry said the campaign – which was made in partnership with creative agency Workshop – is part of the company’s commitment to local content and was based on consumer insights.

Nigel Seeto, marketing director at Ancestry, said the campaign explores the impact unlocking a past can have on the future.

“Witnessing first-hand the transformative power that discovering their roots had on these three individuals has been a real privilege, and we’re hoping to inspire more Australians to take this journey,” Seeto said.

Jamie Kwong, creative director at Workshop, added:  “Realising the positive difference Ancestry and AncestryDNA can make to people’s present lives by connecting them to their past has been really satisfying for us.

“It was a privilege to work with wonderfully appreciative people like James, Julia and Glen and through discoveries made via Ancestry, help them understand more, and feel good about the paths they’ve chosen.”



  • Creative Director: Jamie Kwong
  • Creative Team: Jamie Kwong & Nick Bonney
  • Director: Jif Morrison
  • Producer: Stef Puskar of Brightworks Films
  • DOP: Mitch Ayers
  • Editor: Max Thornill & Karl Pearson
  • Photographer: Art Weber
  • Senior Business Director: Zoie Bache
  • Business Manager: Hannah Pullan


  • Country Manager: Kelly Godfrey
  • Senior Director, Programming: Brad Argent
  • Marketing Director: Nigel Seeto
  • Marketing Manager: Amy Pike
  • Senior Manager, Communications: Bryony Partridge

Howorth Communications


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