Ancestry helps people find connection to their ANZAC ancestors

Family history company Ancestry has released a new campaign via Saatchi & Saatchi, which is the first work by the Publicis Groupe agency for the brand.

Saatchi & Saatchi won the project in December 2020. The brand had previously worked with creative agency Workshop.

The new 30 second TVCs explore a person researching their family history by looking through a mobile of old photos and documents. The camera then pulls back to reveal the person’s ancestor as a collage of the documents. Both spots mention a family connection to the ANZACs.

Erin Bennett, Ancestry country manager, Australia, said: “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.”

Saatchi & Saatchi chief creative officer, Mike Spirkovski, added: “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.”

Spark Foundry is handling the media, who won the account in February 2020.

Anna Cherry, national head of strategy at Spark Foundry, said: “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.”

The spots were directed by Scoundrel’s James Dive.

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


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