Ancestry UK, the genealogy company, had a problem. They were known for just half of their business, Family History. But they wanted their newer product DNA, a service where you can trace your ethnic makeup from the last 1000 years, to become more famous.

Brexit gave us the perfect cultural context. The ever-growing cacophony of news commentary and pub conversation was reaching fever pitch, as the British public debated immigration and what exactly qualified as British.

It was the perfect time to give Ancestry DNA the moment it deserved and deliver a message of unity.

From the product we learned that the average British person’s DNA is actually 60% European. Which meant that although we would be leaving Europe, Europe would never leave us.

So we expressed that in a way that everyone would appreciate, on both sides of the debate. The 80’s classic ‘Together Forever’ by Rick Astley sung by all the European countries we would be leaving when Brexit happened.