JFK Unsilenced

The greatest speech never made.

Client: The Times

The Challenge

The Times believes in bringing new perspectives to the news. Even if that news is a new perspective on something people thought they already knew. So, to connect with their readers in the UK, US, and the world, they decided to celebrate the legacy of one of the greatest orators of all time, John F. Kennedy.

The Idea

On the 22nd of November 1963, on his way to deliver a speech at the Dallas Trade Mart, JFK, the voice of his generation, was silenced. But what if we could unsilence his voice?

What if technology had advanced so much to allow JFK to finally, after 55 years, deliver the ‘Trade Mart Speech’ that he was due to deliver on that fateful day in Dallas? Working with tech company CereProc we created – The Dallas Trade Mart Speech – a world first, an AI audio speech made completely out of data.

The Outcome

Over a period of 8 weeks, we painstakingly reviewed 831 JFK speeches and interviews and through an intricate process of advanced sound engineering, we were finally able to hear the Trade Mart Speech, delivered in JFK’s own voice. His unspoken speech was ahead of its time, touching on topics such as freedom, power, wisdom & restraint.

“We in this country, in this generation, are–by destiny rather than choice–the watchmen on the walls of world freedom. We ask, therefore, that we may be worthy of our power and responsibility, that we may exercise our strength with wisdom and restraint, and that we may achieve in our time and for all time the ancient vision of “peace on earth, good will toward men.”

To publicise and generate excitement around their upcoming feature, The Times ran a number of promotional teasers and ads, directing people to hear the rest of it on The Times website.

The Impact

Covered by 59 countries worldwide.

Total Editorial Reach: 1.1 Billion

Advertising Value Equivalent (AVE): €9.8 million

Total Social Reach: 32.6 million

Total Twitter Impressions: 52.1 million

All our rivals covered our story.


7 Cannes Lions including a Grand Prix, 1 Gold, 3 Silver and 2 Bronze Lions

7 Clio Awards including a Grand Prix, 4 Gold and 2 Silver

2 Gold Pencils at The One Show

3 D&AD Pencils

3 The Drum DADI Awards including a Grand Prix

1 Silver and 1 Bronze London International Advertising Awards (LIA)

5 Lisbon International Advertising Awards including a Grand Prix, 1 Gold, 2 Silver and 1 Bronze

2 Gold, 2 Silver and 1 Bronze Kinsale Shark Awards

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