The JFK Library revives Kennedy's 'New Frontier' speech for a new generation
Latest work from the Martin Agency encourages people to submit their own ideas for America's future
Editor's Pick
The JFK Presidential Library and Museum Foundation has already had John F. Kennedy tweet from beyond the grave in a bid to bring words of wisdom to a new generation looking for political inspiration in the time of Trump. Now, it's turning to a famous Kennedy speech to encourage Americans to share their own visions about the country's future.
JFK's "New Frontier" speech led America to a higher minimum wage and landmark civil rights legislation, among other things. Now, in a new campaign from the Martin Agency titled "The New New Frontier," it aims to guide national conversation around how to “build back better” and confront “unconquered problems of ignorance and prejudice." Although not marketed as a pre-election campaign, its timing at a time when questions of social justice are dominating the political agenda seems particularly pertinent.
The campaign launches with a TV spot, seen here, as well as social posts, encouraging people to listen to an excerpt from the speech via the campaign landing page and then take to social media to share their visions for the nation using the #NewNewFrontier hashtag. The organization will distribute submissions to policy makers, nonprofits, thought leaders and other entities.
Credits
- Date
- Jul 15, 2020
- Client :
- JFK Presidential Library and Museum
- Agency :
- The Martin Agency
- EVP Chief Creative Officer :
- Karen Costello
- VP Senior Art Director :
- Ty Harper
- Planning Director :
- Cecelia Parrish
- VP Executive Content Producer :
- Pamela Mahan
- Content Producer :
- Coleman Sweeney
- Junior Content Producer :
- Katie Morgan
- VP Design Business Director :
- Kim Zaninovich
- Design Studio Manager :
- Erada Svetlana
- Graphic Designer :
- Christian Leaf
- UX Designer :
- John McClaire
- VP Account Director :
- Lindsey Netto
- Account Director :
- Chloe Bos
- Group Media Director :
- Becca Grimes
- Paid Social Manager :
- Chris Tracy
- Media Planner :
- Kerry McNally
- Assistant Media Planner :
- Alex Ender
- SVP Cultural Impact & Brand Communications :
- Jaclyn Ruelle
- Senior Executive, Cultural Communications :
- Matt Kessler
- Brand Communications Manager :
- Katie Walley-Wiegert
- VP Business Affairs Director :
- Dusty Slowick
- Associate Director Financial Affairs :
- Kelly Clow
- Project Manager :
- Heather Hartman
- Web Development :
- One Pixel Off
- Animation :
- Joseph Ryan
- Finishing :
- SuperJoy
- Senior Flame Artist :
- Chris Hagen
- Flame Assistant :
- Gary McHatton
- Post Producer :
- Katherine Leatherwood
- Sound Design & Mix :
- Echo Ark
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