We Choose 2
In 1962, President John F. Kennedy’s “Moon Speech” rallied a nation. Sixty years later, we introduced his legacy to a new audience: Gen Z. Civically aware, socially engaged, and passionately vocal, they know achieving goals starts with declaring them. So we used his voice to inspire theirs.
The Track
This is We Choose 2. A music, tech, and social initiative that asked: How will you choose to change the world? To build it, we partnered with Safari Riot to transform the speech into a TikTok ear worm for creators chosen for their following and expertise. They used it to declare their goals and ask followers to do the same.
The Design Case StudyInspired by NASA, we refreshed the Library’s look, feel and sound.
Campaign Highlights
An original track 🎵 We Choose 2 Remix
Compelling social creative & influencer videos
Trade coverage via AdAge, LBB et al
1.3 million engagements (KPI: 500k)
20 million views
300% gain in TikTok followers
Credits
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 Design Director