At a time when immigration and nationalism are causing a stir, a recent campaign by travel search engine Momondo sends a powerful message: we are not that different after all.
Momondo carried out DNA analysis of people from around the world to identify their true and complex ethnicity. The majority of participants thought they knew everything about their ancestry, while many had firm opinions about other nationalities. The beautiful campaign video captures the reactions of the group - the shock, the confusion and the surprise.
So far the video has been watched more than 15 million times across different platforms, and audience reactions have been overwhelmingly positive. While the campaign clearly supports Momondo's marketing efforts and the timing may have been lucky, it's an important reminder that we should all be proud of our roots, but learn to embrace our differences.
“The idea at the heart of our campaign is that there are more things uniting us than dividing us,” Momondo representative Lasse Skole Hansen tells AdFreak. “Our hope is that by showing the diversity in each one of us, we can break down some barriers between people.” For many working on the project, the campaign was so much more than just a compelling branded content marketing. “The film shoot was a very emotional experience for everybody involved–not just the participants but also the crew, the client and the agency,” says Robert Cerkez, creative director at &Co.. “We were overwhelmed by the how deeply affected a lot of the participants got and how brave they were as they shared their personal stories.”