Ancestry.com: Declaration Descendants by Droga5
- Location:
Understanding our past reveals profound and inspiring truths that can re-shape the way we see our present and our future — that's the foundation of Ancestry's brand campaign. The company celebrates July 4th by revealing that diversity isn't just something we value as Americans — it's quite literally in our DNA.
Droga5 used Ancestry’s capabilities to find descendants of the original signers of the Declaration of Independence — discovering a surprisingly diverse group of Americans — and then brought them all together to recreate (and modernize) John Trumbull's iconic painting. They then created a film of the scene, in which we see these individuals deliver some of the Declaration's most iconic lines. In doing so, Ancestry hopes to show that even though America looks a lot different than it did in 1776, the core of the Declaration’s message remains as relevant as ever. This film will run online and on TV alongside shorter pieces in which we learn the stories of individual descendants.
The hope is that viewers are motivated to delve deeper into their own ancestral past, to unlock and discover parts of their history that they never knew existed and to use that as inspiration to help guide the choices and decisions they make in their future.
Credits
Client: Ancestry
Campaign: Declaration Descendants
Title: Declaration Descendants
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Tim Gordon
Associate Creative Director: Thom Glover
Associate Creative Director: Paul Meates
Associate Creative Director: Ben Grube
Associate Creative Director: Brian Eden
Copywriter: Ted Meyer
Art Director: Tommaso Fontanella
Senior Designer: Jaymes Barone
Chief Creation Officer: Sally-Ann Dale
Co-Directors of Film Production: Jesse Brihn, Bryan Litman
Production Development Director: Lucia Grillo
Executive Producer, Film: Tricia Lentini Himot
Senior Producer, Film: Jennifer Chen
Music Supervisors: Ryan Barkan, Mike Ladman
Senior Integrated Production Business Manager : Denise Klapp
Director of Interactive Production: Niklas Lindstrom
Director of Print Services: Rob Lugo
Senior Producer, Print: Christie Dwyer
Senior Retoucher: Mike Vorrasi
Retouching Studio Coordinator: Michael Mockler
Global Chief Strategy Officer: Jonny Bauer
Co-Head of Strategy: Colm Murphy
Strategy Director: Tom Gibby
Head of Communications Strategy: Colleen Leddy
Group Communications Strategy Director: Dean Challis
Senior Communications Strategist: Kathryn Ruocco
Chief Intelligence Officer: Amy Avery
Data Strategy Director: Lily Ng
Junior Data Strategist: Amanda Kwong
Executive Group Director: : Jeff Prince
Account Director: : Amanda Chandler
Account Supervisor: Taylor Berry
Associate Account Manager: Tehjal Suri
Project Manager: Rayna Lucier
Client: Ancestry
EVP, Chief Marketing Officer: Vineet Mehra
VP, Marketing: Karen Peterson
VP, Chief of Staff: Heather Lopez
Executive Creative Director: Paige Grossman
Writer, Creative Director: Elizabeth Asdorian
Head of Brand Experience and Planning: Alison Worthington
Director, Brand Experience: Bill De Groot
Research Director: Jenn Utley
Production Company: Prettybird
Director: Paul Hunter
DOP: Matthew Lloyd
Executive Producer: Suzanne Hargrove
Producer: William Green
Editorial: Cartel
Editor: Edward Line
Assistant Editor: Grant Hall
Executive Producer: Lauren Bleiweiss
Producer: Ali Reed
Post Production: The Mill
Executive Producer: Heath Raymond
Producer: Abi Klimaszewska
Color Artist: Fergus McCall
Flame Artist: Nathan Kane
Music Company: Found Objects
Composer: Jay Wadley
Executive Producer: Jennie Armon
Creative Directors: Jay Wadley, Trevor Gureckis
Sound: Heard
Mixer: Mike Vitacco
