B04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant
& CO. Copenhagen, DENMARK
Idea Creation
& CO. Copenhagen, DENMARK
Production
NOA / &CO Copenhagen, DENMARK
Credits
Name
Company
Position
Robert Cerkez
NoA / &Co.
Creative Director
Tue Rossel
NoA / &Co.
Senior Copywriter
James Godfrey
NoA / &Co.
Senior Copywriter
Jeppe Rønde
Bacon, Copenhagen
Director
Kristoffer Winther Sørensen
NoA / &Co.
Art Director
Ole Hoffmann
NoA / &Co.
Art Director
Brief Explanation
In The DNA Journey we invite people from all around the world to a personal talk about nationality – on how they see themselves and how they see others. Each talk has its own share of pride, problems and prejudice.
We also ask them to spit in a tube. This small sample of saliva is enough to make a DNA test that maps out a person’s genetic ancestry over the last 500-2000 years. That is, the test can tell us which geographic areas their ancestors came from.
We then ask each person to reflect on the – often surprising – results. It forces a lot of people to rethink who they really are and realize that they have more in common with the world than they thought.