JFK Presidential Library and Museum
Reimaging the Apollo 11 Moon Landing
To generate excitement and engagement among younger audiences, the JFK Presidential Library and Museum wanted to use the 50th Anniversary of the Apollo 11 Mission to introduce today’s generation to this pivotal moment in history.
62% of people alive today either weren’t yet born in 1969, when man first landed on the moon -- or were too young to remember the significance.
JFK Moonshot:
A fully synchronized augmented-reality recreation of Apollo 11
We set out to create a way for younger audiences to experience the moon landing for themselves while driving conversation and attendance to the museum.
Using a first-of-its-kind augmented reality experience, we recreated the Apollo 11 Mission to capture every moment, maneuver, and milestone unfolding in real time—precisely 50 years after the historical event.
We teased the launch through a connected media approach. Starting with a launch party, held at the JFK Presidential Library, we greeted visitors with a 363-foot, full-scale AR replica of the Saturn V rocket.
Then, we live-streamed the launch and entire mission on Twitch, some of whose most popular streamers provided a modern version of Walter Cronkite’s “play-through” commentary from 50 years ago. Users tracked the mission with interactive games via the new JFK Moonshot app for a fully immersive experience.
- +5%
+5% increase in museum attendance.
- 240MM+
240,000,000+ global brand impressions
- Awards
The Cannes Lions Awards
Awarded Gold for Mobile Led Creativity
Awarded Silver for Design/Digital Installations & Events
Shortlisted for Digital Craft & Live Broadcast Entertainment and Mobile Tech-Activation by Location
The Shorty Awards
Winner of UX/UI Design, Cultural Institution, and Video Content: Augmented Reality
Awarded Bronze for Non-profit and Live Events
Shorty Impact Awards
Winner of Mobile Campaign, Arts & Culture, Corporate: Community, AR, Live Events, Pro Bono, Non-Profit, and Cultural Institution
Effie Awards
Awarded Silver for Brand Experience: Live + AR/VR/Digital
AdWeek Experiential Awards
Winner of Experiential Activation Less than $1 Million and Best Use of Mobile in Experiential Activation
Runner-up for Best Use of Out-of-Home Media in an Experiential Activation
Webby’s People’s Choice Award for Advertising, Media & PR
Winner of Augmented Reality & Social: Events & Live Streaming
New York Festivals International Advertising Awards
Awarded Gold for Activation & Engagement: Best Use, VR/AR
Awarded Silver for Social Media & Influencer: New Platform, Activation & Engagement: Best Use, Mobile, and Digital/Mobile: Best Use, VR/AR
- Creative Experiences
Introducing the Future of Travel at CES
- Addressable Relationships
- Creative Experiences
Turning Instagram scrolling into IRL voyaging
- Creative Experiences
- Integrated Media
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