The Times - JFK Unsilenced


The Times - JFK Unsilenced, m/SIX with News UK / The Times & The Sunday Times
Using data to unlock insights and create a world first AI audio – unveiling JFK’s final speech 55 years later.

In a competitive news environment, we’re constantly being challenged by The Times to find unique content which truly connects and attracts new audiences to the brand.

Whilst trawling through The Times’ web analytics we noticed a renewed interest in content related to JFK following the release of the assassination files in Oct 2017. The correlation between a news story breaking and the spike in archive content was one of the highest levels we had seen on the Times website.

Collaborating with the creative agency Rothco, sound engineers pulled 116,777 sound units from 831 of John F Kennedy’s speeches and radio addresses to recreate the final speech which JFK was due to give on the day he was assassinated. The project involved a painstaking two-month process, picking the best recordings from Kennedy’s voice and cross-referencing with written text to recreate his final 20-minute Dallas speech using AI.

Media Director: Sarah Jopson
Senior Planner/Strategist: Lesley Myers-Lamptey
Creative Agency: Rothco
Relevant Media or Brand Manager: Jodie Jenkins