Demo Film

Presentation Image

Title	JFK UNSILENCED
Brand	THE TIMES/NEWS UK & IRELAND
Product/Service	NEWSPAPER
Category	A05. Music / Sound Design
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

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

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.

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. 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 engineering The execution allowed our readers to finally hear the Trade Mart Speech delivered in JFK’s own voice. Placement : Online Scale : Over 1 billion media impressions Brand relevance : This idea was to help launch the Times ‘Find your voice’ campaign. Touch point : Online, Newspaper, radio, podcast. Materials, style elements, design choices : Not relevant to audio idea Methods and process: 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 engineering. The execution allowed our readers to finally hear the Trade Mart Speech delivered in JFK’s own voice. Timeline: The idea launched in March after months of painstaking sound design.