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In our copywriting class, I was given the task to create a print campaign for the website ancestry.com. It is a site that helps you trace your ancestors back 200 years or more, just by entering your name and the possible locations where they could have lived.
The insight was that people wonder about their ancestry all the time and even speculate about it. Information about your family is definitely something you deserve, especially when you have to follow all kinds of rituals or live with physical features that you can do nothing about. You have always felt a strange connection to a certain type of people or country, the way people sometimes visit a country and think to themselves "I think I was born to live here!". Liudmila came up with the thought that these insights could be expressed in a sweet and simple way over old family photographs, as though the person who is wondering these things is absentmindedly doodling their thoughts on the pictures that they want to know more about.
The tagline and campaign title I went with was 'You Oughta Know'. The prints I chose were the ones that resonated the most with my peers and my teacher. Some of them caused laughs, some had them all nodding, but all had people thinking 'I now want to know more about my own ancestors'.