23andMe is the first genetic service directly available to everybody. This campaign is created to increase awareness of this relatively new brand.
Manifesto
Tell me if you have heard this joke before:
A white collar American worker goes to a local coffee shop and orders his cup of coffee. The coffee is made by a Mexican barista with an Italian espresso machine and beans imported from Africa and poured into a cup made in China. Upon drinking the coffee, the workers exclaimed happily “What a good cup of American coffee”.
Except this is not a joke.
Your iPhone is designed in California, manufactured in China with materials imported from all over the world from Vietnam to Sierra Leone.
South California born and bred Korean-American chef Roy Choi combined his Korean ancestry with his upbringing in Mexican neighborhood to create his famous Kimchee Taco and Kogi Food Truck, sparking the Food Truck movement.
Truth is, never before in history have we encountered such diverse ancestry until now. Our generation.
We’re a generation where nothing is original anymore. But what makes us unoriginal, makes each of us unique.
Our uniqueness, attitudes are shaped by where we come from.
Find it. Research it. Embrace it.
"Body Story" - magazine ads
"Travel Heritage" - outdoor ads
Credits:
Client: 23andMe
Campaign: "Genetic Made Personal"
Creative Director: Geoffrey Haack
Strategists: Ricky Polim, Sarah Gao
Copywriter: Ricky Polim
Art Director: Sarah Gao
Photographer & editing: Grant Okubo
Models: Grant Baudoin, Sarah Gao
More Projects:
