JFK Library & Foundation

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 result? 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.

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Anchoring the campaign was an interactive digital hub that celebrated the impact of JFK’s legacy through the years.

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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

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