John F. Kennedy was not a perfect human being but in stark contrast to what has followed recently, he stands out as the US leader who tried to make America great by fighting inequality, ignorance and prejudice.
In his New Frontier speech, when he accepted his party’s presidential nomination at the Democratic National Convention in Los Angeles in 1960, JFK said, “Let both sides explore what problems unite us instead of belabouring those problems which divide us.”
The Martin Agency has revived that speech in its new campaign for the John F. Kennedy Presidential Library and Museum. Its aim is to combat the words of hatred and intolerance proliferating right now.
“The world is changing. The old era is ending. The old ways will not do,” JFK states at the beginning of the partner’s edit. “I’m asking each of you.” These last words are followed by an invitation to view www.thenewnewfrontier.org, where people can submit their ideas for a better future on Twitter via the hashtag, #NewNewFrontier.
https://youtu.be/a-4nLUPGd7E
The Martin Agency planning director, Cecelia Parrish, commented, “We wanted to go beyond inspiration and get people to do something, because they are the ones who are going to create the new normal, not the people in charge.”
This is not the first time that JFK’s vision – and voice – have been used in a campaign. In the 2018 lead up to the end of the centenary of JFK’s birth, The Times commissioned Irish creative agency, Rothco, to celebrate his legacy by producing the 1963 speech he never got to deliver, the Dallas Trade Mart speech.
Rothco & The Times: JFK delivers the greatest speech never made
Credits:
Agency: The Martin Agency
Chief Creative Officer: Karen Costello
Senior Art Director: Ty Harper
Planning Director: Cecelia Parrish
Executive Content Producer: Pamela Mahan
Content Producer: Coleman Sweeney
Junior Content Producer: Katie Morgan
Design Business Director: Kim Zaninovich
Design Studio Manager: Erada Svetlana
Graphic Designer: Christian Leaf
UX Designer: John McClaire
Account Directors: Lindsey Netto & Chloe Bos
Group Media Director: Becca Grimes
Paid Social Manager: Chris Tracy
Media Planner: Kerry McNally
Assistant Media Planner: Alex Ender
Cultural Impact & Brand Communications: Jaclyn Ruelle
Senior Executive, Cultural Communications: Matt Kessler
Brand Communications Manager: Katie Walley-Wiegert
Business Affairs Director: Dusty Slowick
Associate Director, Financial Affairs: Kelly Clow
Project Manager: Heather Hartman
Web Development: One Pixel Off
Animation: Joseph Ryan
Finishing: SuperJoy
Senior Flame Artist: Chris Hagen
Flame Assistant: Gary McHatton
Post Producer: Katherine Leatherwood
Sound Design & Mix: Echo Ark
Client: John F. Kennedy Library Foundation
Executive Director: Rachel Flor
Head of Marketing: Rick King
Digital Strategist: Jamie Richardson