THE MOON LANDING 40TH ANNIVERSARY: "WE CHOOSE THE MOON" Promo / PR Ad by The Martin Agency

Category: Best Use of Online Advertising
Advertiser: JOHN F. KENNEDY PRESIDENTIAL LIBRARY
Product/Service: THE MOON LANDING 40TH ANNIVERSARY
Agency: THE MARTIN AGENCY
Agency: DOMANI STUDIOS
Date of First Appearance: Jul 16 2009 12:00AM
Entrant Company: THE MARTIN AGENCY, Richmond, USA
Entry URL: http://miclients.com/jfk/
Art Director: Brian Williams (The Martin Agency)
Copywriter: Wade Alger (The Martin Agency)
Creative Director: Joe Alexander (The Martin Agency)
Agency Producer: Darbi Fretwell (The Martin Agency)
Agency Producer: Norma Kwée (The Martin Agency)
Account Supervisor: Carrie Bird (The Martin Agency)
Director of Innovation: Mark Pavia (The Martin Agency)
Creative Director: Jon Hills (Domani Studios)
Interactive Art Director: Ben Tricklebank (Domani Studios)
Technology Director: Oscar Trelles (Domani Studios)
Director of Accounts: Jarrod Bull (Domani Studios)
Senior Interactive Producer: Steven Hubert (Domani Studios)
Designer: Saulo Rodrigues (Domani Studios)
Motion Graphics Designer: Justin Young (Domani Studios)
Animator: Petter Safwenberg (Domani Studios)
Senior Developer: Mark Llobrera (Domani Studios)
Flash Developer: Chris Wise (Domani Studios)
Editor: Jim Vaile (Running With Scissors)
Assistant Editor: Shang Gao (Running With Scissors)
Composer: Chip Jenkins (Hum Music)
Media placement: Website - Online - 16 July 2009

Results and Effectiveness
During the four-day journey, over 1.25 million unique visitors traveled to the moon, and 30,000 followed the mission on Twitter. Media coverage generated over 160 million impressions worldwide, including live coverage on CNN and countless stories in newspapers, websites and blogs. Eight months after launch, the site has received 3.7 million visits from 217 countries. All with a media budget of $0. Attendance at the JFK Presidential Library increased by 10% over previous years in 2009, keeping the JFK Library as one of the most popular of the presidential libraries.

Creative Execution
Our idea was to re-create the Apollo 11 mission online in real-time, inviting the whole world to travel to the moon. At precisely 9:32 a.m. on July 16, 2009, Apollo 11 took off again at wechoosethemoon.org, exactly 40 years after the historic mission. Eleven of the most important stages were portrayed using 3D animation, and accompanying the visuals were 102 uninterrupted hours of mission audio. Over 450 photos and videos from the NASA Archive and JFK Library could be viewed throughout the trip. And 650 of the most interesting audio transmissions were rebroadcast via Twitter, exactly 40 years after they were said. We combined archival imagery and audio with 3D animations of the spacecraft to illustrate this extraordinary achievement, and gave visitors control over mission data much in the same way they manage the social and media data streams in their daily lives.

Insights, Strategy & the Idea
The brief was to honor the 40th anniversary of the Apollo 11 lunar landing, the realization of John F. Kennedy’s dream to land a man on the moon. Our audience is generations of Kennedy enthusiasts both new and old. Those who were old enough to watch the moon landing on television as well as those who weren't. Kennedy's presidency was marked by many technology firsts, most notably in his precedent-setting weekly televised press conferences. In this spirit, we wanted to use today's technology to bring the Apollo 11 mission to life in a way never before possible.