Title | JFK UNSILENCED |
Brand | THE TIMES/NEWS UK & IRELAND |
Product/Service | NEWSPAPER |
Category |
A03. Technological Development |
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
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 Innovation?
‘Jfk Uncovered’ was a world first. The technology used in this project is today being used to help ALS sufferers keep their voice after the disease takes hold.
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
When JFK was assassinated on 22/11/63 he was on his way to give an important speech at the Dallas Trade Mart. Now, 100 years after his birth, he finally gets to make it.
The Dallas Trade Mart Speech is a world first, an Ai audio speech made completely out of data from hundreds of archive recordings of old JFK speeches.
This breakthrough technique involves smart splicing small phonetic fragments of speech - typically around 250,000 individual segments, down to 3 milliseconds in duration to allow JFK to finally deliver the best speech never heard.
What were the key dates in the development process?
The idea launched in March after months of painstaking technology experimentation & sound design.
Describe the innovation/technology
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.
Describe the expectations/outcome
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).
The tech used to develop this project is today being used to help ALS sufferers keep their voice after the disease takes hold.