Ancestry

Proving Great Britain’s diversity

With its scenic Cotswolds location and strong community spirit, Bledington seems every inch the quintessential English country village – but there’s a lot more to discover from its DNA. In a campaign with AncestryDNA, we revealed the diversity beneath the surface of the average Brit.

2k+
Social media shares
+29%
Increase in sales
+38%
Increase in website traffic

English country village only 42% ‘British’

As part of the first and largest DNA testing project of its kind, we collected saliva samples from almost 120 residents. Just 42% of the average villager’s DNA could be traced to Great Britain, while links to 18 separate global regions were uncovered as far afield as Melanesia in the eastern Pacific.

More in common than we are different

The research brought to life the fact that even if you took an AncestryDNA test expecting to be totally British, you could well be surprised. Charming interviews with surprised villagers also revealed unknown genetic relations that brought a tight-knit community closer together.

Cotswolds village residents shocked after DNA tests show they are less than 50% British
The English village that’s not very English at all! How residents in a Cotswolds community have DNA from…
The English village where an astonishing 61% of residents are RELATED – proved by DNA tests
DNA study reveals typically English residents are only 3 PER CENT British

Awards & accolades

  • Highly Commended Best Use of Digital & Social Media, PR Week Awards 2018
  • Finalist Best Use of Digital & Social Media, PR Week Awards 2018
  • Finalist Best PR Event, PR Week Awards 2018
  • Winner Best PR campaign, MPR Brilliance Awards 2018

More Projects

  • One in ten adults plan to pull sick day for Black Friday, poll finds
  • Brits plan to take a sick day to snag Black Friday deals, spending over £400 on average

Rakuten

Slack Friday

  • 10%
    increase in web traffic
  • 300
    More than 300 media articles

Curaleaf

What are you smoking?

  • 700
    Articles
  • 18%
    Spike in new customers
  • Campaign calls on people to prioritise pensions
  • Gemma Collins urges people to take pension pot reality check in spoof beauty ad

ABI + PLSA

Getting people to engage with pensions

  • 200+
    Launch articles
  • 399m
    Combined reach