Context
The JFK Presidential Library and Museum wanted to own a piece of the conversation around the 50th anniversary of the moon landing.

Problem
Those under 60 don’t associate JFK with the moon landing as well as their elders. In order to reach younger generations, we needed to build awareness of JFK’s legacy, especially as it relates to the moon landing.

What we found
…about the consumer? They’d like JFK if he were alive today. They’re into pop-up museums and experiential exhibits.
…about culture? Today’s leaders appear to be driven by profit and it’s affecting how we feel about the world.
….about the category? Museums aren’t competing against each other for market share, they’re competing against the other ways people fill their free time.
…about the brand? The library has ‘Kennedy’ brand equity, and the Kennedy’s are having a moment in pop culture once again.

Insight
A legacy lives on through the change it inspires.
JFK’s legacy was powerful. Not because it made people feel good, but because he inspired events that changed the course of history.

Strategy
Challenge the impossible.

Creative concept
Operation Moonshot. Immerse our audience in a first-of-its-kind experience that brings the legacy alive.
We partnered with Boeing and Raytheon to create the world’s largest, most realistic AR experience—a 360-degree, 363-foot-tall, 63-foot-wide, down-to-the-rivet replica of the Apollo 11 rocket. On July 16th at 9:32 A.M., 50 years to the minute, we re-launched the Apollo 11 and live-streamed it. The app let people from all over the world watch the launch in AR and follow the rocket on its journey to the moon using NASA’s data from the original mission.

Creative
Mark Philip, VP, Group Creative Director
Michael Walsh, Senior Art Director
Jason Ziehm, Senior Copywriter
Samantha Hodian, Art Director
Matt Shoewalter, Associate Copywriter
Brian Noyes, Senior Art Director
Thom Crowley, Senior Copywriter
Lyndsay Cooper, Associate Art Director