Client: JFK Library
& Foundation
Medium: Social, OOH, OLV
With the inspiring words “We choose to go to the moon,” President Kennedy rallied America to dream big in 1962.
60 years later, the JFK Foundation wanted to celebrate the anniversary both by honoring the past and inspiring a future generation—one that’s currently facing new challenges and embracing new ways to communicate.
The campaign garnered over four million impressions and more than a million engagements, tripling our original goal of 500k. It also increased the client’s TikTok followers by 400% while challenging Americans of all ages to imagine a better future while working to make it a reality.
The campaign employed music, technology, and social media to celebrate the speech anniversary while speaking directly to Gen Z and asking: How will you choose to change the world?
Audio
For the first time in history, the JFK Library Foundation authorized the altering of JFK’s voice, which was remixed into a music track by Safari Riot to create a full-length remixed track and a sound designed for social media.
On Social
The track we produced was used as the basis for a series of social posts promoting the campaign and inviting participants to join the conversation. We leveraged organic social and creator partnerships to spread the word.
UGC played a huge role in our efforts. Every upload that used our sound with the hashtag #WeChoose2 had the potential to be featured on our digital hub which was populated with inspiring content detailing Gen Z’s moonshot goals.
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Platform: Tiktok
We celebrated and educated on the speech in ways that reflected behavior native to the platform.
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Our goal was to reach as many creators and dreamers as possible and call on them to join in. To Launch, we posted a how-to style video to invite our viewers to participate and share their vision and goals for the future.
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We also partnered with influential creators from a wide breadth of worlds including environmentalism, civil rights, and astronomy to share the campaign and the call to action with their audiences.
Merch
The campaign launch also included President Biden celebrating the speech and sharing his “moonshot” regarding cancer research.
The Team
Tim Vaccarino — Executive Creative Director
Dave Weist — Executive Creative Director
John Wolfarth — SVP, Group Creative Director
Dustin Johnson — Group Creative Director
Head of Design — Arthur Daraujo
Kelly O'Keefe — ACD, Art
Anne Love Field — ACD, Social
Jack Loftus — ACD, Copy
Jen McMahon — Senior Content Designer
Social Content Writer — Grace Green
Allie Hughes — Associate Design Director
Agency — MullenLowe