JFK Unsilenced is a remarkable technological achievement and a fine way for The Times / News UK & Ireland to attract attention to itself as a multi-media publisher. Rothco and The Times used specialist AI technology to reproduce John F. Kennedy’s voice and present The Dallas Trade Mart speech, the speech the 35th US president was meant to make in Dallas on the day he was assassinated.
The campaign won 2 Gold Pencils and 7 Merits at the One Show in New York. Rothco won an additional Merit for the It’s Just a Phase campaign for SOAR.
The Gold Pencil is the One Show’s ultimate symbol of creative excellence and Rothco’s two are the first ever to be won by an agency from Ireland at the show.
JFK Unsilenced generated over 4.5K registrations to The Times & The Sunday Times, as well as a 51 million Twitter reach and one billion media impressions globally. Every one of The Times’ major competitors covered the campaign, including The Guardian, Daily Mail, The Sun, The Daily Mirror, The New York Post, The Washington Post, The Independent, The Evening Standard and hundreds more.
Since its launch, the breakthrough audio technique applied in the campaign has been adopted by companies around the world to help ALS suffers re-discover their voice. Of course, technological breakthroughs like this can take the world into uncharted territory when it comes to security, and this one does more than most. The ability to reproduce a voice precisely makes it possible to pretend to be someone you’re not on a phone. This was noted during D&AD judging, but it picked up three Pencils there nonetheless.