Ancestry Turns Back Time to Kick off NRL Sponsorship
Titled ‘Discover your Origin’, this landmark collaboration marks a strategic initiative whereby Ancestry not only delves into the deep roots of well-known Australian rugby league players this season but also highlights its impressive slate of DNA product offerings.
The campaign created with longtime partner agency DEPT communicates the power of DNA testing and connects it to the Australian National Rugby League (NRL) passionate fan base. Through engaging social content and exclusive access to talent, including much-loved State of Origin players Tom Trbojevic and Ben Hunt, Ancestry will uncover the origins of the players’ DNA, revealing the people and places from their past, along with some quirky traits. This will be showcased through exclusive content, unveiling how ancestral discovery can resonate with any audience and inspire viewers to embark on their exploration.
The concept drew inspiration from Michel Gondry's music videos for bands such as Daft Punk and The White Stripes, which often showcase sequences of backward-moving time, adding a surreal and captivating quality to his work. The campaign features AI-enhanced visuals, including an 80s-style lounge room, where the past and present intersect.
DEPT and Ancestry leveraged artificial intelligence (AI) to supercharge production efficiencies. AI not only added depth to frames but also facilitated voice-over recording. Multiple options were generated, allowing for a perfect match between visuals, sounds, and brand identity.
"DEPT really took on the challenge of embracing heritage but powering it with innovation. The use of AI to create the imagery and voice-over in this campaign was a great example of how to use this technology in a way that enhances creativity. We couldn’t be more happy with the collaboration with DEPT and their innovative spirit” said James Walmsley, head of marketing Australia and New Zealand at Ancestry.
“What I love about DEPT is our constant pursuit of new ways to solve our clients’ problems. With this particular brief, we were lucky to have an ambitious client willing to embrace technology to tackle the challenge: connecting the past to the future, and doing it in a very short turnaround”, said Brad Stevens, executive creative director at DEPT.
The campaign is live today and will be amplified across all screens including TV, VOD, and social. The partnership was facilitated by Publicis Sport and Entertainment with campaign strategy by media agency, Spark Foundry Australia, and Creative Development by DEPT Australia.
