Cannes Lions
ROTHCO | ACCENTURE INTERACTIVE , Dublin / THE TIMES/NEWS UK & IRELAND / 2018
Overview
Entries
Credits
Description
Data insights : This was an example of using data, in this case 831 pieces of audio data, to bring our ‘Find your voice’ campaign to life.
Innovation : Use the data from 831 old Presidential speeches to create a new one.
Originality This was a world first for data enhanced creative storytelling.
Execution
The Dallas Trade Mart Speech is a world first, an Ai audio speech made completely out of data from hundreds of old speeches of varying quality and audio.
This breakthrough technique involves smart splicing small phonetic fragments of speech - typically around 250,000 individual segments, down to 3milliseconds in duration.
Combinations of sounds are selected and smoothed together by months of painstaking sound engineering. The execution allowed our readers to finally hear the Trade Mart Speech delivered in JFK’s own voice.
Placement : Online
Scale : Over 1 billion media impressions
Brand relevance : This idea was to help launch the Times ‘Find your voice’ campaign.
Touch point : Online, Newspaper, radio, podcast.
Materials, style elements, design choices : Not relevant to audio idea
Methods and process
This breakthrough technique involves smart splicing small phonetic fragments of speech - typically around 250,000 individual segments, down to 3milliseconds in duration.
Combinations of sounds are selected and smoothed together by months of painstaking sound engineering
The execution allowed our readers to finally hear the Trade Mart Speech delivered in JFK’s own voice.
Timeline The idea launched in March after months of painstaking sound design.
Outcome
Data enhanced consumer experience - Readers could finally hear The Trade Mart speech 55 years after President Kennedy’s death.
Data driven behaviour change - Thousands of new subscriptions enquires (17k)
Business impact - Over 1 billion media impressions & every one of our rivals covered the story.