• Loading…

The DNA Journey

Award: Wood Pencil

Wood Pencil / Branded Content & Entertainment / Non-Fiction Film 5-30 mins / 2017

momondo is a travel search engine with a vision of a world where our differences are a source of inspiration, not prejudice. But that’s easier said than done as a recent study shows that 48% of us think we have become less tolerant towards other cultures. The brief was therefore to:
1. Create a focus on tolerance in the world
2. Start a universally relevant debate on the issue
3. Turn the debate into a popular movement
4. Build momondo as a purposeful travel brand

Solution & Cultural Context:
We launched a completely new way of travelling, where you don’t get to choose your destination. Your DNA does. - The DNA Journey. We interviewed 67 people about their national identity, DNA-tested them to map their ancestral diversity, and interviewed them again when about their results. This was documented in a 5-minute main film and 6 additional personal portraits. We also staged ran a competition with the chance to win DNA kits and ultimately a trip to all the countries in their DNA

Facebook, youtube, momondo.com, letsopenourworld.c

The competition is over, but the campaign itself doesn’t have an end date. As of February 2017 the campaign has over 320 million video views and 8,3 billion media impressions. It was viewed and discussed in national, cultural and religious communities all over the world – with an overrepresentation of engagement in regions burdened by conflict. 170.000 people signed up to take their own DNA Journey and a global winner was eventually found in Mexico

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again