THE POETRY OF DNA - PRINCE EA
CHALLENGE
MyHeritage sought a compelling narrative to break through the crowded DNA-testing category, while establishing a bold but human brand voice.
SOLUTION
Prince Ea is known worldwide for his provocative videos addressing important issues in society, and was the perfect fit for our brand message. He wove his actual DNA results and views on race into a message that resonated deeply with the audience and sparked controversial conversations.
My Heritage DNA Case Study
HOW CAN A BRAND HELP PEOPLE RETHINK THE CONCEPT OF RACE?
We positioned MyHeritage DNA as the brand that gives people an opportunity for deep self-exploration, and a deeper view of humanity. DNA has the power to increase understanding between people. By weaving in Prince Ea’s DNA results and provocative views, we see that we’re far more complex than a single “race box” to check. We are, in fact, deeply connected to one another.
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