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Agency Network: 
Published/Aired: 
July 2020

Description

“Let both sides explore what problems unite us instead of belaboring those problems which divide us.” Those are the words we need to hear today—even if they were spoken in the 1960s. President Kennedy believed that each of us are responsible for building a better future for our country. And the New New Frontier campaign captures that spirit through his words, tone and forward-looking message. On July 15, (in tandem with the 60th anniversary of the New Frontier speech) JFK won’t only speak, he’ll become a sounding board for all Americans to submit their visions for a #NewNewFrontier. “JFK believed in the power of people to shape the world and make a better future – it was a core tenet of his presidency and it’s something that is needed now more than ever. The future of our country rests with its people taking action, we’ve seen that come to life in the last few months as more and more people question “normal,” and fight to create a better “normal,” that is truly equal, representative and fair for all.” – Cecelia Parrish, Planning Director at The Martin Agency With so many wondering how we’ll get back to normal, maybe we should ask ourselves, is “normal” what we really want? The ‘New New Frontier’ campaign empowers Americans to voice their ideas on how we can make our country better. “Our last campaign focused on the power of JFK’s words against today’s challenges and that is still at the heart of the idea. His words are so relevant to what’s happening today and a powerful reminder of what a true leader sounds like – we wanted to bring that idea to life but in a more active way than the Words Count campaign. We wanted to go beyond inspiration and get people to do something – because they are the ones who are going to create the new normal, not the people in charge.” – Cecelia Parrish, Planning Director at The Martin Agency And as the country continues to struggle with issues related to systemic racism, the campaign reminds us of the need to confront “unconquered problems of ignorance and prejudice.”

Digital advertisement created by The Martin Agency, United States for John F. Kennedy Library Foundation, within the categories: Education, Public Interest, NGO.

Advertising Agency: The Martin Agency, Richmond, United States of America
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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