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JFKunsilenced

JFKunsilenced | The Times | Rothco
Download Download JPG | 3308x2339px
basics
Industry: Media & Publishing
Media:Promotion & Event
Published:Mar., 2018
Market:Ireland
Language:English
Style: Minimalism
descriptioncnen
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.
credit
Brand:
Agency:
Executive Creative Director:
Design:
Production Company:
Producer:
Sound Design:
Post Production:
Other credit: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
awards
Cannes Lions International Festival of Creativity 2018
Grand Prix Creative Data
Creative Data Collection & Research
Cannes Lions International Festival of Creativity 2018
Gold Radio and Audio
Use of Audio Technology
Cannes Lions International Festival of Creativity 2018
Silver Digital Craft
Technological Achievement in Digital Craft
Cannes Lions International Festival of Creativity 2018
Bronze Digital Craft
Form > Music / Sound Design
Cannes Lions International Festival of Creativity 2018
Bronze Radio and Audio
Sound Design
Cannes Lions International Festival of Creativity 2018
Shortlist Digital Craft
Innovative Use of Technology
Cannes Lions International Festival of Creativity 2018
Shortlist Digital Craft
Advanced Learning Technologies
Cannes Lions International Festival of Creativity 2018
Shortlist Film Craft
Innovation in Production
Clio Awards 2018
Grand Audio
Other
Clio Awards 2018
Gold Branded Content
Audio
Clio Awards 2018
Gold Digital/Mobile
Other
Clio Awards 2018
Gold Digital/Mobile & Social Media Technique
Sound Design
Clio Awards 2018
Gold Innovation
Medium Innovation
Clio Awards 2018
Silver Audio Technique
Sound Design
Clio Awards 2018
Silver Branded Entertainment
Audio
Clio Awards 2018
Shortlist Direct
Audio
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