KRISTY HEILENDAY
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The Poetry of DNA

MYHERITAGE DNA

MYHERITAGE DNA

The Poetry of DNA

Entering the DNA testing category late in the game, MyHeritage DNA needed a strong message to stand out from the crowd. So we crafted a campaign that shows they’re more than just an individualistic, nostalgic tool in genealogy. They aim to break down borders and give people a deeper view of humanity. We partnered with Prince Ea—a writer and social influencer known for his unapologetic takes on social issues—who wove his DNA results into a message that challenges the idea of race itself.

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 We also got Prince Ea, his brother and father together for full reveal of their family tree on Facebook Live, including not just names but faces of their ancestors.

We also got Prince Ea, his brother and father together for full reveal of their family tree on Facebook Live, including not just names but faces of their ancestors.

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