Remembrance Day integrated campaign brings to life untold war stories

Ancestry’s multi-channel campaign with poet Nikita Gill incorporates PR, cinema, TV, BVOD, radio, social media, CRM and onsite, bringing to life untold war stories from the home front and frontline.

To commemorate Remembrance, family history and genomics company Ancestry, has launched an integrated campaign revealing untold personal experiences from the First and Second World Wars with poet, Nikita Gill.

The Remembrance campaign, proposed by Ancestry’s UK PR agency Red Consultancy, is focused on the poem, ‘Who You Are’ by Nikita Gill, commissioned by Ancestry and is captured in this short film produced by Ratchet. 

A 30” advert based on the film will be featured in a UK-wide cinema campaign running from 4-14 November, including on the opening weekend of the highly anticipated film ‘Black Panther: Wakanda Forever’. 

A multi-channel campaign for Remembrance

The campaign is also rolling out across TV, BVOD, radio, PR, social media and onsite marketing, handled by media agency the7stars. The advert will be featured across ITV, Channel 4 and Sky on TV, with BVOD including All4, ITV Hub and Sky, as well as YouTube. 

Ancestry is also running a Facebook Live event and competition on social media to promote Remembrance, supported by 1000heads. The event features Nikita Gill and Ancestry’s military family history expert Simon Pearce, discussing the process of creating the poem and the importance of maintaining family history stories.

“This Remembrance, we wanted to bring to life the untold stories from the home front and frontline in a new and creative way. Working with Nikita Gill and amplifying her poignant poem via an integrated marketing campaign has helped us shine a light on the everyday and not-so-everyday stories of wartime Britain.” said Sue Moncur, VP of International Markets at Ancestry.   

“This is one of our biggest Remembrance campaigns and we hope that our multi-channel approach will not only reach new audiences, but help encourage and inspire people to discover their own family wartime stories.’’