Ancestry DNA video and Social Campaign

This 1 week creative brief set by a design agency challenged me to craft a socially led campaign that promoted their client Ancestry's DNA testing service, specifically targeted at a Gen Z audience. 

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My outcome consisted of a short video advert and SM posts that aimed at sparking a social media trend using the hashtag #GlobalAncestry. My aim was to craft a campaign voice that opposed nationalist narratives, instead creating a sense of togetherness across borders, and optimism about a diverse future. For this reason, I used catchphrases like 'Global Ancestors', Global DNA' and 'Shared Global Roots'.