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 transformed his speech into a TikTok ear worm and gave it to creators chosen for their following and expertise. They used it to declare their goals and ask followers to do the same.

Anchoring it all was an interactive digital hub that educated visitors about the impact of JFK’s legacy through the years.

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 — Associate Design Director

Agency — MullenLowe