Shotbox conceived a campaign, built around the ground-breaking personal discoveries that have been made with the Ancestry DNA test. The impact of the test is demonstrated through the powerful stories of two twin sisters, Dabriella and Aprilla who share their Ancestry findings across a suite of video testimonials.
Director Jif Morrison and DOP Jules O’Loughlin captured the wondrous mapping of DNA through Dabriella and Aprilla’s story. With a backdrop of Bondi beach in Sydney, the video captured a highlight reel of lives of the twins as they explained how their newfound knowledge has allowed them to connect with their heritage and better understand their immediate relationships. The Ancestry test proved an identical DNA match between the twins and pinpointed their cultural lineage from Japan, Ireland, England and Scandinavia.
All interview transcriptions were carried out manually due to detected accents and slang. This required a meticulous effort from our team who went through the project with a fine-tooth comb, ensuring our high standards were met at all stages.
The decision from Shotbox Films to change creative direction for this campaign truly paid off. This project was one of the most successful campaigns produced for Ancestry. It received massive domestic traction and thousands of new memberships. The new story-telling approach that was developed and refined through this project is still in use by Ancestry today, and has become a defining feature of their promotion and PR. Because of the success of the campaign, we also created longer social content and cut down versions which were shared across broadcast and socials.