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.
We Choose 2
The Track
For the first time, the JFK Library Foundation authorized the altering of JFK’s voice, which was remixed into a music track by 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 “moonshot” goals and ask followers to do the same.
Inspired by NASA, we refreshed the Library’s look, feel and sound for a new generation.
Ad-supported content reminded people of the power of the speech, gave our remix track broad exposure, and helped drive conversations around the program hashtag #WECHOOSE2. A companion site packed with Moonshot moments from history connected participants to Kennedy’s legacy, and inspired them to share their goals.
Campaign Highlights
With a launch that included President Biden celebrating the speech (and sharing his “moonshot” about cancer research), the We Choose 2 program continued to grow. Within the first 100 days, the initiative more than tripled the client’s engagement and participation goals, while increasing their TikTok following by 400%.
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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
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