The JFK Presidential Library And Museum Promo, Case study OUR SPEECH by The Martin Agency Richmond


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Industry Museums & Libraries
Media Promo & PR, Case study
Market United States
Agency The Martin Agency Richmond
Creative Director Joe Alexander, Fabio Costa Tbwa\chiat\day
Art Director Brian Williams
Copywriter Wade Alger
Designer Chris Peel
Producer Travis Smith, Jeremy Lind
Account Supervisor Carrie Bird
Released January 2011

Credits & Description

Category: Best Use of Social Media Marketing
Date of First Appearance: Jan 16 2011
Entrant Company: THE MARTIN AGENCY, Richmond, USA
Entry URL:
Creative Director: Joe Alexander (THE MARTIN AGENCY)
Art Director: Brian Williams (THE MARTIN AGENCY)
Copywriter: Wade Alger (THE MARTIN AGENCY)
Designer: Chris Peel (THE MARTIN AGENCY)
Chief Creative Officer: John Norman (THE MARTIN AGENCY)
Creative Director: Fabio Costa (THE MARTIN AGENCY)
Producer: Jeremy Lind (THE MARTIN AGENCY)
Producer: Travis Smith (THE MARTIN AGENCY)
Associate Director of Development: Kevin Power (THE MARTIN AGENCY)
Developer: Zack Ensign (THE MARTIN AGENCY)
Developer: Jeremy Misavage (THE MARTIN AGENCY)
Developer: Andrzej Aniol (THE MARTIN AGENCY)
Account Supervisor: Carrie Bird (THE MARTIN AGENCY)
Media placement: Website - Online - 20 January 2011

Insights, Strategy & the Idea
The mission of the JFK PRESIDENTIAL LIBRARY is to promote his legacy to current and future generations, with the belief that his words are as relevant today as they were 50 years ago.

Our brief was to honour JFK's inauguration in a way fitting for a President who was passionate about delivering his message using new technology and new forms of communication. The objective was to bring JFK's inaugural address into direct contact with a new generation.

Creative Execution
We invited the world to step up to the podium and recite the address with him using social media. When a user Tweeted a part of the speech or posted a part of the speech to Facebook, the site flowed those tweets and posts together in sync with JFKs voice, creating a worldwide group reading and celebration of his words.

Because contributing to the speech meant posting to Facebook and Tweeting, the project effectively promoted itself since every Tweet and Facebook post contained not only a part of the speech but an explanation of the project itself.

Results and Effectiveness
On 20 January, thousands of people from 81 countries posted segments of the speech to their Facebook profiles and to Twitter, adding their voices to JFK's, and creating a mash-up that joined both nations and generations.