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JFK Unsilenced

文案cnen
ROTHCO & The Times Use AI to Unsilence JFK To Make Greatest Speech Never Made
基本信息
行业: 媒体与出版
媒体:影视
时间:2018年3月
投放:爱尔兰
语言:英语
风格: Minimalism
说明cnen
ROTHCO give people the chance to hear the speech JFK would have made in Dallas had he not been assassinated
Dublin, Friday 16th March: The Times commissioned creative agency, ROTHCO to celebrate the legacy of JFK in the lead up to the end of the centenary of his birth.
They released ‘JFK Unsilenced’, a campaign that uses specialist AI technology, to recreate the speech the 35th US president was meant to make in Dallas, on the day he was assassinated - The Dallas Trade Mart speech.
Richard Oakley, The Times comments: “The Times believes in bringing new perspectives to the news. Even if that news is a new perspective on something people thought they knew everything there was to know about it.”
His unspoken speech touches on topics such as freedom, power, wisdom and restraint: ‘We in this country, in this generation, are--by destiny rather than choice--the watchmen on the walls of world freedom. We ask, therefore, that we may be worthy of our power and responsibility, that we may exercise our strength with wisdom and restraint, and that we may achieve in our time and for all time the ancient vision of "peace on earth, good will toward men”.’
In order to put the President’s voice to the 22-minutes of words he had prepared to deliver, ROTHCO and tech company Cereproc built the monologue entirely out of data, using AI. It is a world first for the speech to be recreated in the President’s voice and was meticulously pieced together by analysing analogue recordings. The audio was then finessed at post production company, Screen Scene.
The intricate process involved:

Isolating 41 phonemes for American English (the sounds that can be used to make any word)
and stitching the small units of speech back together.


Reviewing 831 analogue recordings of JFK speeches and interviews.


Analysing speeches for noise, crosstalk and underlying sample rate.


Applying audio processing to remove noise.


Applying spectrum analysis tools to improve acoustic environment and match them across
samples.


Sounds are then carefully analysed for pitch, energy, and spectral features.


AI techniques such as Deep Neural Networks (DNNs) are applied to learn a model of JFK's
audio, and how he uses intonation in his speech


At synthesis time, DNN models and high-dimensional search are used to find the best set
of units to create new speech audio.


Then the speech is enhanced by months of painstaking sound engineering - allowing us
to finally hear the Trade Mart Speech delivered in JFK’s own voice.

“As part of Accenture Interactive, we really believe that now is the time for creative ideas to become world class brand experiences. We all crave great experiences, so brands like The Times that embrace this consumer want, will reap the rewards” Patrick Hickey, CEO ROTHCO
Alan Kelly, Executive Creative Director at ROTHCO, comments: “When we delved into the words JFK had written for the Trade Mart speech, we found they were not only poignant for the time but strikingly relevant today. By bringing his voice back to life to deliver this speech, the message is even more powerful: 'We cannot expect that everyone, to use the phrase of a decade ago, will “talk sense to the American people.” But we can hope that fewer people will listen to nonsense. And the notion that this Nation is headed for defeat through deficit, or that strength is but a matter of slogans, is nothing but just plain nonsense.'”
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 数字制作
Innovative Use of Technology
戛纳国际创意节 2018
入围 数字制作
Advanced Learning Technologies
戛纳国际创意节 2018
入围 影视制作
Innovation in Production
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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