DNA Results Reveal Surprising Truths in This Travel Site's Experiment

Momondo Encouraged 67 People to Find Out More About Their Origins

Published On
Jun 02, 2016

Editor's Pick

Danish travel search site Momondo conducts a mass DNA experiment in this revealing mini documentary, which sets out to prove that our views about foreigners could be fundamentally changed if we knew more about our own genetic origins.

In April, the brand invited 67 people from all over the world to take part in a project in which they were offered to take a DNA test to find out more about their ancestry. Participants were asked about what they thought the test would uncover, and were also encouraged to share some of their views and prejudices about people from different parts of the world. Some weeks later they were invited back, and their results were revealed. As you might imagine, they contained some surprises -- there are some emotional reactions, and some recognize that they already feel differently around the world around them. "This test should be compulsory," one even goes so far as to say.

The project, which was captured on film by Copenhagen agency &Co. and production house Bacon, is part of a wider campaign by the brand, which has included a global survey of 7,200 people proving that most have no idea of the diversity of their origins. Momondo is also now inviting 500 people to take a DNA test as part of a competition in partnership with personal DNA testing company Ancestry DNA. One winner will get the opportunity to take a "DNA journey" and visit the regions from which they originate.


Jun 02, 2016
Brand :
Client :
Agency :
& Co.-Denmark
Production Company :
Creative Director :
Robert Cerkes
Senior Copywriter :
Tue Rossel
Senior Copywriter :
James Godfrey
Account Director :
Thomas Christenson
Account Director :
Trine Eisinger
Account Manager :
Marianne Louise Seirberg
Agency Producer :
Arlette Walso
Strategic Planner :
Ornulf Johnsen
Director :
Jeppe Ronde
Executive Producer :
Mette Jermiin
Production Manager :
Ditte Odgaard
Director, Photography :
Magnus Jnck
Lighting :
Aslak Lythans
Production Designer :
Mads Jorgensen
Wardrobe :
Stine Gudmondsen
Makeup :
Louise Bruun
Sound Recording :
Lars Gonzalez
Post Production :
Bacon X
Sound Design :
Kevin Koch
Colorist :
Hannibal Lang
Editor :
Simon Borch
Music Title :
Music Composer :
Tom Day
Original Music :
Chapters EP

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