ROTHCO, part of Accenture Interactive, won two coveted Gold Pencils and seven Merits at the One Show in New York for its AI-led campaign for The Times / News UK & Ireland, ‘JFK Unsilenced’, as well as an additional Merit for the ‘It’s Just a Phase’ campaign for SOAR. The Gold Pencil is considered to be the ultimate symbol of creative excellence and these two mark the first ever to be won by an agency from Ireland at the show.
‘JFK Unsilenced’ used specialist AI technology to create the greatest speech never heard - the speech the 35th US president was meant to make in Dallas on the day he was assassinated - The Dallas Trade Mart speech.
The film generated over 4.5K registrations to The Times & The Sunday Times, as well as a 51 million Twitter reach and one billion media impressions globally. Every one of The Times’ major competitors covered the campaign, including The Guardian, Daily Mail, The Sun, The Daily Mirror, The New York Post, The Washington Post, The Independent, The Evening Standard and hundreds more.
Since its launch, the breakthrough audio technique applied in the campaign has been adopted by companies around the world to help ALS suffers re-discover their voice.
Alan Kelly, Executive Creative Director at ROTHCO, comments: “We’re thrilled to have this work recognised by the judges at The One Show. Everyone involved gave it their all on this project and we’re proud to see it has had such a profound impact.”
‘JFK Unsilenced’ also picked up three highly coveted pencils from D&AD on April 26th in London at the annual awards ceremony.