Title	MOMONDO / THE DNA JOURNEY / KAREN
Brand	MOMONDO
Product/Service	MOMONDO
Category	B04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	& CO. Copenhagen, DENMARK
Idea Creation	& CO. Copenhagen, DENMARK
Production	NOA / &CO Copenhagen, DENMARK

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

Karen is from Burundi in East Africa, but has lived in London since she was 9 years old. When she receives the envelope with her DNA-results, she doesn’t want to open it. She is not sure that she even wants to know what it says, now that she has finally come to terms with who she is and accepted a heritage which at times has been problematic. After a discussion about biology versus culture, she finally opens the envelope and is releaved to see that her East African heritage is indeed strong, although a few surprises have sneaked in.