Ancestry Modernizes the Family Tree With True Stories About Cowboys, Gearheads and Tailgaters

The genealogy company wants to broaden the appeal of its services and make it a communal activity

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Companies like Ancestry have enabled a wave of genealogy enthusiasts to go online and uncover their family histories. While family-tree building usually entails solo research behind a screen, Ancestry wants to reframe itself as a communal space where relatives can preserve and craft their legacies for generations to come. 

The brand’s new platform, titled “It’s a Family Thing,” intends to “take family history from something that is in the past to a more modern place,” said Jarrod Higgins, creative director at Wieden+Kennedy



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