Finding humanity in a glob of spit
Imagine going on a journey where you don’t decide the destination…your DNA does. To prove we all have more in common than we could ever imagine, we turned to science.
Case film
The Challenge
A global study found that 48% think we’ve become less tolerant towards other cultures, and this affects our desire to travel outside our comfort zones.
A global study found that 48% think we’ve become less tolerant towards other cultures, and this affects our desire to travel outside our comfort zones.
Solution
We created a completely new way of travelling. It’s not a ski, city or beach holiday, it’s something even more personal. Using DNA testing we were able to give participants a chance to explore their own newly discovered diversity within themselves and even travel the path of their own history and origins. And more importantly, it also challenged our audience to re-examine their own identity and prejudices.
We created a completely new way of travelling. It’s not a ski, city or beach holiday, it’s something even more personal. Using DNA testing we were able to give participants a chance to explore their own newly discovered diversity within themselves and even travel the path of their own history and origins. And more importantly, it also challenged our audience to re-examine their own identity and prejudices.
Hero film
Results
The hero film indeed managed to unite people. Launched through social media only, it quickly inspired sharing. The campaign generated an earned media value of USD 160.2 million, leading to a total return on media investment of 213 (value USD 160.2 million / budget USD 0.75 million).
The hero film indeed managed to unite people. Launched through social media only, it quickly inspired sharing. The campaign generated an earned media value of USD 160.2 million, leading to a total return on media investment of 213 (value USD 160.2 million / budget USD 0.75 million).
Over 1 billion views
... and counting
14.8 million shares and comments
8% increase in global penetration
2% increase in global market share
... and counting
14.8 million shares and comments
8% increase in global penetration
2% increase in global market share
Fun Fact:
During the process of DNA testing, we actually discovered that 2 of our participants were very closely related, cousins in fact. The moment was so moving, we left it in the film.
During the process of DNA testing, we actually discovered that 2 of our participants were very closely related, cousins in fact. The moment was so moving, we left it in the film.