Love a historical drama? Even more if it ends with a cliffhanger? Anomaly and ancestry.com are betting that most Canadians do. And it’s a pretty safe bet. Their three films have all the intensity and emotion that make great dramas and the power of a cliffhanger work. Kudos to Anomaly and The Corner Store directors, Daniel and Dorian, for achieving all of that in twenty seconds each time.
As each film comes to an abrupt end, a title appears – Without you, the story stops here. The viewer is then encouraged to uncover the lost chapters in his or her own story.
In Australia, a similar strategy is being used in a very different way. A presenter tells a bit of their story and describes their desire to want to know more. Chalk and cheese, yes?
“We uncovered a new strategic opportunity that positions Ancestry as a usage platform, much like well-known streaming services,” explained Anomaly Toronto president, Candace Borland.
“Ancestry is a platform that people use to uncover the ongoing, fascinating stories of their ancestors–it was time to show that truth in a new light.”
“The stories of our ancestors can be just as entertaining and engrossing as anything a Hollywood writers’ room can cook up,” added Bill DeGroot, Canadian country manager of Ancestry. “And by exploring our family history, we can play a role in uncovering that drama.”
Anomaly won the Ancestry account internationally, including the UK and Canada, in November last year. The incumbent was Droga5 London and the pitch was against FCB Inferno and McCann London.