MOMONDO / THE DNA JOURNEY / ELLAHA
| Title | MOMONDO / THE DNA JOURNEY / ELLAHA |
| 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
|
Credits
| 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
Ellaha is from the Kurdish part of Iran. But her family moved to Denmark when she was 6 as political refugees. She is very emotional about the clash between her strong Kurdish identity and the fact the Kurds don’t have a country to call their own. When asked about her feelings towards other countries, she lashes out at Turkey – in particular the Turkish government. She takes the DNA test and is all shaky when she opens the results. It turns out that besides the area known as Iran, she also has roots in Caucasus (modern day Turkey) and even a small percentage of European Jewish. The biggest surprise, however, leaves her almost breathless. The DNA results show that she has a 4th cousin among the other participants – a man from Iraq – who is just as surprised as she is.