The DNA Journey – Momondo 2016 | Clapboard Ad Archive

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The DNA journey - Momondo | Clapboard Ad Archive

Momondo’s The DNA Journey, developed with &Co in Year: 2016, stands as a case study in persuasive digital storytelling for the internet and technology sector, merging a globally resonant insight about ancestry with a format that captures the emotional temperature of the era. Rooted in the revelatory finding that most people drastically underestimate the complexity of their heritage, the campaign brings together 67 individuals from diverse cultural backgrounds to undergo DNA testing, yielding a narrative that collapses assumptions about identity and underscores humanity’s shared, interconnected history. Rather than relying on abstraction, statistical demonstration, or casting heroic outliers, the creative centers on real participants whose personal discoveries build a vivid and immediate sense of collective empathy, inviting viewers to vicariously experience transformative realizations through relatable, everyday subjects — what Clapboard’s taxonomy would classify as FORMAT#10 Associated User Imagery. The campaign’s digital asset is constructed around the tension and release of participants’ self-perceptions unraveling, capturing on-camera the intimate astonishment and joy that comes from confronting the truth of one’s background and, by extension, the world’s hybrid foundations. By integrating these raw testimonies and linking them to Momondo’s founding idea — that travel not only facilitates the discovery of places, but of each other and ourselves — the brand positions itself not just as a booking engine, but as an amplifier of human connection and open-minded exploration. The visual execution, realized through documentary-style interviews and compelling reveals, draws a direct line between personal revelation and broader calls to action: travel more, question assumptions, break through cultural silos, and expand horizons. By building its case on the power of the collective and spotlighting the everyman, the campaign deftly sidesteps the risk of othering, creating a message that is as global as it is individual. With more than 20 million views, the campaign reached well beyond its Scandinavian origins, triggering waves of commentary and shares across social media and trade platforms — a metric that underscores its cultural stickiness. Clapboard rates this 86/100. This campaign matters because it reasserts the power of authentic user experience in digital storytelling, reminding the category that relevance and reach are often driven by demonstrating universal kinship through relatable human stories.

Credits

Client

Momondo

Agency

&Co

Creative Director

Robert Cerkez

Senior Copywriters

Tue Rossel, James Godfrey

Account Management

Thomas Christenson, Trine Eising, Marianne Louise Seirberg, Arlette Walsøe

Production House

Bacon

Director

Jeppe Rønde

Producer

Mette Jermiin

Crew

Ditte Odgaard, Aslak Lythans, Mads Jørgensen, Stine Gudmondsen, Louise Bruun, Lars Gonzalez, Hannibal Lang / Bacon X

Cinematographer

Magnus Jønck

Post Production

Bacon X

Music

Koch / Bacon, Tom Day, Chapters EP

Editor

Simon Borch

Category Mind Map

48%

The campaign “The DNA Journey” by Momondo positions the brand as a facilitator of global connection and cultural understanding through travel. It conveys the proposition that travel is more than just a transaction—it’s an eye-opening experience that reveals the interconnectedness of humanity. By leveraging a DNA testing project involving 67 participants worldwide, the campaign challenges the common perception that ancestry is limited to just a couple of countries, instead demonstrating the complex and shared nature of human heritage. This reinforces Momondo’s broader value proposition: travel broadens perspectives, breaks down perceived boundaries, and fosters empathy across cultures. Strategically, the campaign taps into a universal human curiosity about identity and belonging, using a data-driven narrative to create an emotional and intellectual resonance. The insight that people underestimate their shared heritage helps Momondo connect with an audience that values discovery and inclusion. By framing travel as a tool for personal growth and global understanding rather than mere logistics, the campaign elevates the brand beyond a functional travel search service to one that embodies openness and connection. The creative angle—documenting real DNA results to reveal the unexpected commonalities among individuals—adds authenticity and a compelling narrative that supports this message. Distributed digitally and supported by a strong social media presence, the campaign effectively engages a global, digitally savvy audience inclined toward meaningful travel experiences.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on 67 real people from diverse backgrounds taking DNA tests, revealing unexpected connections and commonalities that challenge assumptions about identity and heritage. Rather than demonstrating the product, focusing on a classic story arc, or using symbolic metaphors, the creative builds its message by spotlighting authentic, relatable participants—the "everyman" approach. These individuals embody the audience, inviting viewers to see themselves in the campaign’s journey, which aligns closely with Associated User Imagery as the central creative device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Ancestry – Market Positioning Ancestry positions itself as the world’s leading genealogy platform, emphasizing a vast historical records database combined with DNA testing to help users uncover detailed family histories and ethnic origins. Its strong focus on storytelling and family connections appeals to users seeking comprehensive ancestry insights alongside community features like family trees. 2. 23andMe – Market Positioning 23andMe differentiates itself by combining genetic ancestry with health insights, offering customers a dual-purpose DNA test. Its direct-to-consumer model highlights user empowerment through accessible science, focusing on personalized reports related to ancestry composition, traits, and wellness, appealing to tech-savvy consumers interested in genetics beyond heritage. 3. MyHeritage – Market Positioning MyHeritage blends genealogy research tools with DNA testing, targeting global users who value cross-border ancestry discovery. It leverages a large international user base and multilingual platforms, positioning itself as a comprehensive family history service with smart matching technology, ideal for those seeking a collaborative, worldwide genealogical experience. 4. FamilyTreeDNA – Market Positioning FamilyTreeDNA specializes in detailed genetic testing for ancestry and genealogical research, particularly appealing to serious hobbyists and professionals with its comprehensive Y-DNA and mitochondrial DNA tests. It positions itself as a scientific and precise DNA testing service, offering advanced tools for lineage-specific investigations. 5. Living DNA – Market Positioning Living DNA differentiates by providing highly granular regional ancestry breakdowns, especially in the UK and surrounding areas, combining DNA analysis with historical and geographic context. Their focus on detailed ethnic mapping and integration with family tree insights targets consumers who want a deeper understanding of their heritage on a regional scale.

Q: What is The DNA journey about? A: The DNA journey is a digital campaign launched in 2016 by Momondo in partnership with Danish agency &Co, targeting the Internet and Technology market. The campaign centers on 67 individuals from diverse global backgrounds who undergo DNA testing to uncover the true complexity of their ancestry. By documenting their reactions and stories, the campaign challenges the widespread belief that personal heritage is limited to just a couple of countries, revealing a far more interconnected human story. Directed by Jeppe Rønde and filmed in Copenhagen, the campaign leverages authentic participant testimonies to reinforce Momondo’s message of global connection through travel. Q: What creative device does The DNA journey use? A: The DNA journey employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative approach centers on real, relatable participants whose stories and discoveries mirror those of the target audience. Rather than relying on metaphor, product demonstration, or a classic narrative arc, the campaign foregrounds authentic user experiences to foster identification and emotional engagement. By inviting viewers to see themselves in the journeys of the 67 participants, the campaign builds credibility and resonance, aligning with Clapboard’s definition of Associated User Imagery as a powerful tool for audience connection. Q: What is the campaign proposition for The DNA journey? A: The campaign proposition for The DNA journey positions Momondo as a facilitator of global connection and cultural understanding, using travel as a means to reveal the interconnectedness of humanity. By leveraging a DNA project with 67 participants worldwide, the campaign challenges the assumption that ancestry is confined to just two countries, instead demonstrating the complex, shared nature of human heritage. This message targets an audience curious about identity and belonging, reinforcing Momondo’s broader value proposition that travel is transformative—broadening perspectives, breaking down boundaries, and fostering empathy across cultures within the Internet and Technology sector. Q: How does The DNA journey rank in Clapboard's archive? A: The DNA journey holds a Clapboard Campaign Score of 86/100, reflecting the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in Momondo's category? A: In the travel and ancestry discovery space, Momondo competes with several key brands: Ancestry positions itself as the leading genealogy platform with a vast historical records database and DNA testing for detailed family histories; 23andMe combines genetic ancestry with health insights for tech-savvy consumers seeking personalized reports; MyHeritage offers a global, multilingual platform blending genealogy tools with DNA testing for cross-border discovery; FamilyTreeDNA specializes in advanced genetic testing for serious genealogical research; and Living DNA provides granular regional ancestry breakdowns, particularly in the UK, for those seeking deeper heritage insights.