JFK Moonshot

Mark Philip

Creative Director, Digitas

Rick King

Head of Marketing, John F. Kennedy Library Foundation

JFK Presidential Library and Museum

Columbia Point, Boston, MA 02125, United States


Shorty Social Good Award 2019 / Arts Culture


Going Back to the Moon - 50 years later - in Augmented Reality




To celebrate the 50th Anniversary of the Apollo 11 Mission, the JFK Presidential Library and Museum wanted to introduce today’s generation to President Kennedy’s bold vision for the space program and this pivotal moment in history. After all, 62% of those alive today didn’t get a chance to experience the original moon landing.


Created by Digitas, the Connected Marketing Agency, JFK Moonshot was a fully-synchronized augmented reality re-creation of Apollo 11 where every moment, maneuver, and milestone unfolded in real time, second-by-second, precisely 50 years later. A launch party was held at the Library where a 363-foot, full-scale AR replica of the Saturn V rocket launched precisely at 9:32 AM on July 16th. The launch and entire mission was livestreamed on Twitch, and for the next four days users of the app could track it in real time. Prompts would pop up throughout this tracking sequence for over 100 hours of rare, archival JFK and NASA footage. Viewers could even practice their own moon landings with interactive AR games that simulated astronaut tests while testing their JFK knowledge.




And during the course of our campaign, the JFK Presidential Library and Museum reversed the nationwide trend of declining museum attendance with a 5% increase in attendance, along with:
• 140,000+ downloads of the app
• 110,000+ rocket launches around the world
• 8x more social mentions than competitive museums
• 240,000,000+ global brand impressions
• 11% brand lift among millennials




Browse by year

Browse by category

Browse by country

View all