To promote Ancestry.ca’s DNA kits that help members locate their Canadian origins, the brand decided to leverage Canada 150 – a time when the country celebrates its diverse and eclectic heritage – and create a 10-hour doc series with the CBC. Canada: The Story of Us charted the growth of Canada’s nation and production included CGI, aerial footage and cinematic re-creations of Canadians from the past. The team also created ten 45-second vignettes of notable Canadians as they connected their personal heritage to the historical events from the episodes. These spots lived on Ancestry.ca, with each story showing family records and historical images curated by Ancestry.ca. In addition, lower third placements and brand sell spots were layered into programming to reinforce its connection to the show, with the campaign increasing sales by 30%.