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The DNA Journey

Award: Wood Pencil

Wood Pencil / Digital Marketing / Social Video / 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.

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.

Viewing Instructions:

  • The DNA Journey

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