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About

A whimsical campaign for Ancestry.com
Published:
Ancestry.com
Experimentation in Illustration
From a small age, I've always been interested in my family heritage. Call me weird, but for some reason knowing where my family came from, who was in it, and what they did is extremely interesting and exciting for me. Ancestry.com is a genealogy website whose passion is connecting you with your families history. The direction they are using right now is focusing more on the documents in which you will find. I wanted to take a different approach. In research, I discovered who Ancestry.com really was, they are story tellers. I am targeting women ages 25-50 because women are more interested in the relational aspects of life. The base of the campaign is finding “you’re family story” and i'm portraying that by giving it a fairy tale feel. By finding your families story you are in turn finding your own story. 

Below is what I came up, starting with a series of three ad's. These three ad's represent realistic stories wrapped in a fairy tale feel. From first to last: The Underground Railroad, The Circus, and Royalty.

Body Copy: There once was a women, who stood for freedom, liberty, andjustice. She was willing to stand and risk her life for that freedom not onlyfor herself, but for others. Out of courage and faith she acted, and because ofthat she rescued over 70 people from slavery. Her name was Harriet Tubman. Sheis known as a freedom maker, a justice seeker and your great great grandmother.

Discover who was in your family at ancestry.com

Body Copy: In a land far far away there was an acrobat so graceful andskilled that he matched none of this world. Wherever the circus went, peopleflocked from far and wide to watch his mesmerizing performance. With atraveling spirit and need for adventure, the life of a circus-man was the lifehe lead. All these years later you watch your daughter performing herbreathtaking gymnastics routine and wonder where she got her knack for it.Well, you can thank your great great grandfather.

Discover who was in your family at ancestry.com

Body Copy: One upon a time in a land far far away, there lived a kingand queen. While other kingdoms feared them, the residences loved their kingand queen with tender hearts. They fought for peace, and justice and impactedthe world with the way they lead their kingdom. When you were a little girlplaying princess and waiting for your prince to come, you had no idea thatindeed, you were the descendent of royalty.

Discover who was in your family at ancestry.com.

Extension: For an extension to the ad series I wanted to continue with the illustrative style I created for the campaign. I wanted to create an interactive guerilla ad. Keeping with the fairy tale theme I went with a treasure map in a glass bottle. This would be placed in a populated location such as a park or a mall. The idea is to get the consumer to physically interact with the brand, creating a personal connection.