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 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.

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

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campaign highlights

An original track 🎵 We Choose 2 Remix

A beautifully designed content hub:
We Choose 2

Compelling social creative & influencer videos

Trade coverage via AdAge, LBB and more

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 — Associate Design Director

Agency — MullenLowe