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2023 One Show - Branded Entertainment

A Dream Delivered

Agency Weber Shandwick / New York + OMD + The Content Collective

Client Ancestry

Category

Full Length Video / Single

Annual ID

OS23_BE061M

About the Work

Many Americans do not understand the generational impact slavery has on families today, and the importance of acknowledging our country’s past. Emblematic of the family history struggles within the Black community is Hawkins Wilson, a man who was born into slavery, torn from his family as a young boy and eventually emancipated. Resilient in the face of loss, Wilson wrote letters to the newly formed Freedmen’s Bureau in hopes of reuniting with his loved ones, but they were never delivered. Until now. Ancestry’s genealogical tools and robust collection of historical records gave us the ability to rekindle those lost connections. By documenting the journey of delivering Hawkins Wilson's lost letters 150 years later to his modern-day descendants, Ancestry was able to illustrate how important family history is. We transformed their journey into “A Dream Delivered: The Lost Letters of Hawkins Wilson”, a shared reflection on our nation’s history in the form of a documentary film. Hosted by black-ish star Anthony Anderson, the film resonated with Americans–with 2.7 million film views to date. Our outreach efforts resulted in 1.8 billion media impressions (surpassing KPIs by 300%) and earned coverage across three national broadcast morning shows (Good Morning America, CBS Mornings, Today), podcasts, general news, entertainment, Black culture and lifestyle outlets. Our influencer partnership with black-ish actress and activist Yara Shahidi (7.3 million followers) and her mom Keri Shahidi (302,000 followers) earned 2.5 million impressions. Traffic to Ancestry’s Black Family History landing page increased 8X month-over-month and we saw a 23% increase in purchase consideration among Black Americans. “A Dream Delivered: The Lost Letters of Hawkins Wilson” was a family reunion more than a century in the making, and a vital reminder about the importance of Juneteenth.

2023 Awards

Total Points: 3

Merit

Credits

Agency

Weber Shandwick / New York
OMD
The Content Collective

Production Company

Paramount Brand Studio

Executive Vice President

Veena Raj

Executive Creative Director, Brand Impact

Jenna Young

Executive Director

Caragh McGrath

Executive Story Producer

Jenn Utley

Group Director

Brandon Helrich

Head of Brand Impact

Lewis Williams

Senior Communications Manager

Dana Chinnici

Senior Director, Brand Media

Catheline Leung

Senior Manager, Brand Media

Richard Copeland

Senior Story Producer

Liza Elzey
Nicka Sewell-Smith

Vice President

Marissa Williams

Vice President, Client Experience

Paris Tyler

VP, Communications & Social Media

Lauren Danis

VP, Global Creative & Brand Media

Paige Grossman

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