“It’s easy to think there are more things dividing us than uniting us. But we actually have much more in common with other nationalities than you’d think.” [momondo, travel search site]
Travel search site campaigns tend to follow a predictable path. Danish travel search site, momondo, hasn’t. Its agency, &Co. in Copenhagen and production company, Bacon, asked 67 people from all over the world if they would take part in a momondo project that analysed their DNA to find out about their genetic origins.
The participants were also asked about what they thought the test would uncover, and were encouraged to share some of their views and prejudices about people from different parts of the world. Momondo hopes that the experiment would open people’s minds to difference and create more acceptance in the world.
Their DNA results revealed many secrets about their ancestries. For some, that began to change how they feel about the world around them.
The project is part of momondo’s wider campaign, Let’s Open Our World, which includes a global survey of 7,200 people proving that most have no idea of the diversity of their origins.
Momondo is also now inviting 500 people to take a DNA test as part of a competition in partnership with personal DNA testing company, Ancestry DNA. One winner will get to take a real DNA journey and visit every country from which he or she originates.
“Let’s Open Our World is an invitation to cross boundaries, embrace our differences and open our world. At momondo we believe that everybody should be able to travel the world, to meet other people, and experience other cultures and religions. Travel opens our minds: when we experience something different, we begin to see things differently,” momondo explained.
ever have thought.
Agency: &Co. Denmark
Creative director: Robert Cerkes
Senior copywriters: Tue Rossel & James Godfrey
Account directors: Thomas Christenson & Trine Eisinger
Agency producer: Arlette Walso
Strategic planner: Ornulf Johnsen
Production Company: Bacon
Director: Jeppe Ronde
Executive producer: Mette Jermiin
DoP: Magnus Jønck
Post production: Bacon X