Campaign details

Brand: Ancestry
Advertiser: Ancestry
Agency: Droga5

Effie Awards Category Context

As category leader, Ancestry had enviably high awareness. The problem: for most, exploring their ancestry was a recreational project that could wait until retirement. We needed to inspire people to act now. Research revealed that understanding your origins can offer inspiration for today; instead of looking backward, the brand helps us look forward. By re-staging a historical moment, the Declaration of Independence, with modern-day descendants of all races and genders, we demonstrated how our past can inspire our future, reminding our divided nation that our diversity is our strength. This sparked a cultural conversation, increased consideration and drove double-digit growth.

State of the Marketplace & Brand's Business

KNOWN TO EVERYONE, USED BY FEW

You've probably heard of Ancestry.com. You've seen their ads on TV. Maybe you've got a family member who's spent time building their family tree as a recreational activity. Or maybe you yourself are one of the millions of people who've created their own tree using Ancestry.com.