Insight

We all have roots in the same family tree. Its name is Humanity. Merhaba.

Campaign

Every time I see race boxes on job applications in America, I cringe. It feels like they are trying to squeeze my curly-Gemini- American-Turkish identity into a lame a$$ checkbox. WTF. But despite the yucky feeling, an inspiration was sparked within. So I can’t change these applications, nor could I let the box define me. Instead, I figure I’d use this insight in my next job. This is how "Poetry of DNA” won the pitch.

While others in the category focus on the individual aspects of DNA, we showed that our test results bring us together instead of driving us apart. The spot became a top-trending YouTube video with over 1 million views in a week.

And sparked some reaction videos.

Then we revealed Prince Ea's DNA test results {he's %100 human}.

Executive Creative Director: Ewen Cameron

Creative Director: Svenja Timme-Bastian, Tom Pastore

Art Director: Kristy Heilenday

Director: JJ Augusta

Production: Skunk and The Lift