JFK UNSILENCED

Silver Eurobest

Case Film

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ClientTHE TIMES/NEWS UK & IRELAND
Category A09. Creative Data Collection & Research
TitleJFK UNSILENCED
Product/ServiceNEWSPAPER
Entrant ROTHCO | ACCENTURE INTERACTIVE Dublin, IRELAND
Idea Creation ROTHCO | ACCENTURE INTERACTIVE Dublin, IRELAND
Media Placement THE TIMES/NEWS UK & IRELAND London, UNITED KINGDOM
PR THE TIMES/NEWS UK & IRELAND London, UNITED KINGDOM
PR 2 ROTHCO | ACCENTURE INTERACTIVE Dublin, IRELAND
Production CEREPROC Edinburgh, UNITED KINGDOM
Production 2 SCREEN SCENE Dublin, IRELAND
Production 3 ROTHCO | ACCENTURE INTERACTIVE Dublin, IRELAND
Credits
Name Company Position
Alan Kelly Rothco | Accenture Interactive Executive Creative Director
Stephen Rogers Rothco | Accenture Interactive Creative Director
Alan Byrnes Rothco | Accenture Interactive Executive Producer
Jenna Plant Rothco | Accenture Interactive Project Manager
Alan Kelly Rothco | Accenture Interactive Executive Creative Director
Stephen Rogers Rothco | Accenture Interactive Creative Director
Patrick Hickey Rothco | Accenture Interactive CEO
Paul Hughes Rothco | Accenture Interactive Creative Strategy & MD
Sally Oldfield Rothco | Accenture Interactive Operations
Jill Byrne Rothco | Accenture Interactive Director of Marketing
Shane O Riordan Rothco | Accenture Interactive Head of Design
Lauren McNinney Rothco | Accenture Interactive Voiceover Artist
Paul Power Rothco | Accenture Interactive Visual Editor
Richard Oakley The Times/ News UK & Ireland Editor
Chris Pidcock CereProc Chief Technology Officer

Why is this work relevant for Creative Data?

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.

Background

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.

Describe the idea/data solution

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.

Describe the data driven 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.

Describe the creative use of data, or how the data enhanced the creative output

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 3 milliseconds 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.

List the data driven results

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.