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JFKunsilenced

基本信息
行业: 媒体与出版
媒体:推广与活动
时间:2018年3月
投放:爱尔兰
语言:英语
风格: Minimalism
说明cnen
Synopsis
Situation : The Times was seen as a paper with a narrow mindset. This wasn’t actually true.
The Times prides itself on having many differing opinions and voices on any particular story.
Brief : Help launch the Times ‘Find your voice campaign’ to its readers and potential readers around the world.
Objectives : Reposition The Times as a paper that represents many differing voices.
Strategy
Data gathering : We spend months researching and collecting every single piece of Kennedy audio available. In the end we used 831 speeches in the process.
Data interpretation Combinations of sounds are selected and smoothed together by months of painstaking sound engineering -
Targeting We then gave all our readers the chance to hear the full speech.
Relevancy
Data aggregation, is an art & science. Data usually sharpens the story in our case it made it possible to tell it.
In 1963 nobody got to hear President Kennedy’s hugely important Trade Mart Speech.
In 2018, data enhanced creative technology brought his Unsilenced speech
to the attention of over 1 billion people.
Outcome
Data enhanced consumer experience - Readers could finally hear The Trade Mart speech 55 years after President Kennedy’s death.
Data driven behaviour change - Thousands of new subscriptions enquires (17k)
Business impact - Over 1 billion media impressions & every one of our rivals covered the story.
Media Strategy
Data journey The Dallas Trade Mart Speech is a world first, an Ai audio speech made completely out of data from hundreds of old speeches of varying quality and audio.
Implementation This breakthrough technique involves smart splicing small phonetic fragments of speech - typically around 250,000 individual segments, down to 3milliseconds in duration.
Data integration Combinations of sounds are selected and smoothed together by months of painstaking sound engineering -
Application The application allowed us to finally hear the Trade Mart Speech delivered in JFK’s own voice.
Campaign Description
Data insights : This was an example of using data, in this case 831 pieces of audio data, to bring our ‘Find your voice’ campaign to life.
Innovation : Use the data from 831 old Presidential speeches to create a new one.
Originality This was a world first for data enhanced creative storytelling.
制作信息
品牌:
广告公司:
执行创意总监:
设计:
制作公司:
制片:
音效设计:
后期制作:
其他职位:Agency Producer: Al Byrnes
Creative Team: Alan Kelly & Ste Rogers
Director of Marketing: Jill Byrne
CEO: Patrick Hickey
Operations Director: Sally Oldfield
Strategy: Paul Hughes & Kathy Troy
Client: Richard Oakley & Lynne Fraser
奖项
戛纳国际创意节 2018
大奖 创意数据
Creative Data Collection & Research
戛纳国际创意节 2018
金奖 广播与音频
Use of Audio Technology
戛纳国际创意节 2018
银奖 数字制作
Technological Achievement in Digital Craft
戛纳国际创意节 2018
铜奖 数字制作
Form > Music / Sound Design
戛纳国际创意节 2018
铜奖 广播与音频
Sound Design
戛纳国际创意节 2018
入围 影视制作
Innovation in Production
克里奥奖 2018
大奖 广播
Other
克里奥奖 2018
金奖 品牌内容
Audio
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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