Reaction

We teamed up with Fergus Hynd to create ‘Reaction’, a striking three spot campaign for Ancestry, the global leader in family history and consumer genomics, to promote the company’s DNA product, AncestryDNA.

Demonstrating how AncestryDNA can reveal surprises as to who you are and where you come from, the powerful campaign features real people discovering the true story behind their DNA for the very first time. Their raw reactions – which range from wonder, to joy, to thoughtfulness – are captured in extreme detail in slow motion as they find out their unique ethnic mix.

‘Reaction’, developed as part of a new brand strategy for AncestryDNA, is the result of a creative collaboration between Fergus Hynd Ltd and Fifty Fifty, and achieved without any traditional agency involvement. With production and post production expertise built into the creative, this new approach offers a uniquely streamlined method for clients who want creative ideation and execution. With each stage being treated as a distinct project, clients are given maximum control of spend.

We were intricately involved in bringing the beautifully shot, masterfully crafted idea to life. Our partnership with Fergus Hynd Ltd builds on years of collaboration on a series of commercial projects for different agencies. Responsible for all elements of the creative process, from pre-production right through to full post-production, we were hands on from the early stages of the project.

Fergus Hynd, Director of Fergus Hynd Ltd, explains: “This new way of working gave us the ability to be leaner and more reactive to proposals. I’ve worked with Fifty Fifty for many years now so this was the perfect opportunity to combine our two disciplines. It was so refreshing to be able to have Fifty Fifty’s production expertise on hand so we could offer the reality of executing the idea whilst developing the creative.”