Ancestry Musical DNA

Ancestry wanted to celebrate diversity and everyone's unique genetic mix. We spotted a strong parallel with individual Spotify listening habits and developed a campaign to get people thinking about their musical DNA as a way in to exploring their own real DNA through Ancestry. The campaign involved bespoke audio creative (below), paired with digital display and video ads, leading to an interactive microsite where users could discover their own musical DNA. The response was so huge it actually caused the Spotify platform to break due to the influx of engagement. Some of the results and write-up can be found here, showing how intimate knowledge of the platform held the idea together and made the results eminently shareable. Trevor Noah even talked about it on The Daily Show.