EP+Co and Worth Rises secure the Charity or Not-for-Profit Gold at The Drum Awards for Marketing Americas with their campaign ‘The Most Famous Speech Never Given,’ shedding light on the enduring issue of slavery in the U.S. and its ties to the criminal justice system. Utilising advanced AI and CGI technologies, the campaign brought President Abraham Lincoln back to life to deliver a powerful message, sparking public education and legislative initiatives.
EP+Co and Worth Rises Win Gold at The Drum Awards
06 June 2024
EP+Co, in collaboration with nonprofit Worth Rises, has secured the Charity or Not-for-Profit Gold at The Drum Awards for Marketing Americas. The winning campaign, titled “The Most Famous Speech Never Given,” focused on advocacy and awareness surrounding the persistent use of slavery and involuntary servitude as punishment for crime in the U.S.
Campaign Context and Objectives
Although the 13th Amendment, passed in 1865, is often celebrated as the legislation that ended slavery in the United States, it contains an exception clause allowing slavery as punishment for crime. This campaign aimed to highlight that 1.2 million incarcerated individuals are still affected by this clause today.
Creating Lincoln’s Speech
By utilizing AI and CGI technologies, the campaign resurrected President Abraham Lincoln to address the nation. The team used generative AI platforms like ChatGPT and Jasper to analyze and emulate Lincoln’s writing style, tone, and language, under the review of Lincoln scholar Harold Holzer. To maximize the impact, EP+Co developed Lincoln’s authentic speaking voice and mannerisms through a combination of AI and motion-capture technology, featuring an actor who had previously portrayed Lincoln.
Campaign Execution and Results
Launched strategically before the 2024 elections, the campaign aimed to drive public education and legislative action. It garnered significant media coverage, including features in Forbes, Fast Company, Adweek, and others, and was prominently spotlighted at SXSW 2024. The campaign reached over 88 million people and inspired more than 5,000 legislative actions.
This campaign exemplifies how creative agencies can leverage advanced technologies for social impact, setting a new precedent in advertising.
