Situation

A recent world-wide survey showed that 48% think that we have become less tolerant towards other cultures. This was a challenge for momondo who wants people to explore the world with an open mind.

Brief

Find a way to involve people in celebrating diversity and fighting narrow-mindedness – within the realm of travel.

Objectives

The goal was to engage people all around the World. Not just to click a Like button or to share a film on social media. But to make a personal choice to actually take a DNA test and dare to challenge one’s own self-image.

Carlos is from Cuba. At least until he opens the envelope. He turns out to be one of the most ethnically diverse people ever to be analyzed by the DNA company. They even suggest using him as a representative of the World if aliens ever landed on the planet.

The campaign was divided into one main movie and six individual portrait films. They were launched continually over the cause of two months from June 2nd on three media channels: Youtube, Facebook and a campaign website. Even though the films are available without an end-date, a loosely campaign period is from June 2nd 2016 to ultimo September 2016, where a winner of the DNA Journey is found.