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
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 creative idea
In 1963 nobody got to hear President Kennedy’s hugely important Trade Mart Speech.
In 2018, digital craft in the form of sound design & audio technology brought his Unsilenced speech to the attention of over 1 billion people.
Brand relevance : This idea was to help launch the Times ‘Find your voice’ campaign.
Describe the execution
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 brought to life thanks to months of painstaking sound design.
This breakthrough technique involves smart splicing small phonetic fragments of speech - typically around 250,000 individual segments, down to 3 milliseconds in duration.
Combinations of sounds are selected and smoothed together by months of painstaking sound design
The execution allowed our readers to finally hear the Trade Mart Speech delivered in JFK’s own voice.
Scale : Over 1 billion media impressions
Touch point : Online, newspaper, radio, podcast.
Materials, style elements, design choices : Not relevant to audio idea
List the results
Subscription requests = 17k
Twitter reach = 51 million.
Global Media Impressions = 1 Billion.
Business impact - Every one of our rivals covered the story. (Guardian, New York Post, Daily Mail, Daily Mirror, Sun, Evening Standard, Washington Post, Independent plus hundreds of titles around the globe plus Tv, radio & online publications around the world - BBC, Sky, ABC etc).