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.