Saatchi & Saatchi's first work for Ancestry

10 May 2021

Creative Agency: Saatchi & Saatchi
Media Agency: Spark Foundry

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There Could Be More To Your Story aims to broaden the brand’s appeal to a wider audience.

Family history business Ancestry has launched There Could Be More To Your Story, an integrated campaign to broaden the brand’s appeal to a wider audience.

Created by Saatchi & Saatchi Australia, the campaign is the agency’s first piece of work for Ancestry since winning the project in December 2020.

The campaign creative leans into the intrigue and meaningful discoveries associated with family history as the inspiration for people to discover the stories of their ancestors’ lives.

“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," Ancestry country manager, Australia, Erin Bennett says.

"We look forward to sharing these powerful stories.”

Shot by Scoundrel award-winning director James Dive, the campaign film aims to inspire people to explore their own family history by visually demonstrating the rich tapestry of information available on the Ancestry website.

“It’s fascinating how little many of us know of our past, especially the finer details which create the bigger picture," Saatchi & Saatchi chief creative officer Mike Spirkovski says.

"We wanted to showcase just how much goes into an individual’s story and the discoveries one could make when using Ancestry.”

Spark Foundry national head of strategy Anna Cherry says the new creative campaign reflects a focus on reaching a ‘curious’ audience.

“Studies have shown that deliberately piquing ‘curiosity’ activates a chemical reaction in the brain which is a powerful driver of sustained motivation, encouraging repeat visitation that creates profitable growth," Cherry says.

“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.

“It’s wonderful to work with a partner like Saatchi & Saatchi who can help reflect this focus on reaching the curious audience end-to-end; from our media approach to the creative that will be in market.”

The campaign launched with an ANZAC film supported with creative that talks to both the DNA and Family History product offerings.

The campaign will run in Australia and New Zealand.

Spark Foundry is handling media.


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
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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