Ancestry unveils Australian-produced digital content series focused on diversity
Family history website Ancestry has launched an Australian-produced digital content series based on DNA analysis of residents in a Bondi Beach apartment building.
Ancestry’s content series focuses on 17 residents who live in an apartment complex at Bondi Beach.
Created by hellofuture.tv, ‘It’s a small world’ takes 17 residents of an apartment building on a journey into their DNA history, through tests completed by AncestryDNA analysis programs.
The four-part online series, led by Brad Argent, Ancestry’s international commercial development director, delves into the heritage of randomly select residents who represent 26 ethnic regions across the world.
Nigel Seeto, senior marketing manager at Ancestry said the series offered a “snapchat” of the diverse histories that make Australia diverse and multi-cultural.
“Storytelling is at the heart of the Ancestry experience, and with It’s a Small World we recognised the unique position we were in to create immersive content that really brought these stories to life for our audience.”
Brad Argent: International commercial development director at Ancestry and host of the content series.
Pablo Jeffress, director and founder at hellofuture.tv said Ancestry presented a major opportunity because its DNA product was “a perfect vehicle for storytelling.”
“We established the proposition “Ancestry DNA changes the way you see the world,” and then, using broadcast researchers, searched far and wide across Sydney to find our apartment block, unveiling these amazing personalities and stories,” Jeffress explained in a statement.
“Now this group of previous strangers have a shared experience and discovered their shared ethnicities. It really does prove that we have more in common than we realise, and that there’s only one race – the human race.”
The series is available on Ancestry Australia’s Youtube account as well as through its website.
CREDITS:
- CREATIVE AGENCY: hellofuture.tv
- Creative Director: Pablo Jeffress
- Exec Producer: Emily Bull
- PR AGENCY: HOWORTH COMMUNICATIONS
- Producer: Emily Bull / Charlie Billeh / Jo Yates
- Director: Pablo Jeffress
- DOP: Max Lebigre
