Worth Rises - "Abraham Lincoln Speech"

EP+Co

EP+Co Greenville, United States

205

This ad is part of the ACT Responsible Collection

Brand: Worth Rises
Country: United States

Advertiser: Worth Rises

Title	Abraham Lincoln Speech
Agency	EP+Co
Campaign	The Most Famous Speech Never Given
Advertiser	Worth Rises
Brand	Worth Rises
Date of First Broadcast/Publication	2024 / 2
Business Sector	Human Rights
Story	Agency EP+Co is redefining what advertising can do with a new creative campaign intended to change the US Constitution. With the help of AI, Worth Rises and EP+Co are resurrecting President Lincoln to give his most important speech ever, a speech expressing his regret for including an exception in the 13th Amendment that has allowed slavery to continue and imploring the 2024 Presidential Candidates and constituents to finally end slavery for all by passing the Abolition Amendment. The 13th Amendment is celebrated for ending slavery in the U.S., and President Lincoln was among its biggest champions. However, the amendment includes an exception clause that has been understood throughout history to allow slavery and involuntary servitude to be used as punishment for crime. While President Lincoln was aware of the exception, he used it to solidify bipartisan support of the 13th Amendment knowing that it could be used to re-enslave Black people, albeit a smaller population. It encouraged the criminalization, incarceration, and re-enslavement of Black people during Reconstruction, and it continues to protect the enslavement of incarcerated people today. Created with AI technology, “The Most Famous Speech Never Given” imagines President Lincoln’s regret over having agreed to the exception in the 13th amendment and his outrage about the extent to which it used today to continue the institution of slavery in the US today, allowing viewers to witness the speech he would deliver calling for its end. Using Lincoln’s past speeches and writings, EP+Co used AI technology to write a speech worthy of one of the nation’s most iconic presidents. The agency also worked closely with leading Abraham Lincoln authority and Chairman of the Lincoln Forum Harold Holzer to ensure that not only the speech itself, but Lincoln’s appearance and voice were as accurate and authentic as possible. The campaign’s font is also inspired by Lincoln’s handwriting. Today, the exception clause continues to disproportionately affect Black and Brown people, who are disproportionately incarcerated across the country and forced to work for pennies an hour or no pay under the threat of additional punitive measures, such as the loss of family visits and solitary confinement.
Media Type	Web Film
Length	240 seconds
EVP	Danny Miller
Director of Content Production	Danny Miller
Executive Content Producer	Hadas Grossman - VP
Executive Content Producer	Jillian Cornette
SVP	Taylor Lucas
Creative Director	Taylor Lucas
Creative Director	Hadas Grossman - VP
Creative Director	Will Isom
Art Director	ARMA Global Media Development Shanghai
Chief Strategy Officer	Chris Plating
Associate Planning Director	Lauren Kaindl
Chief Client Officer	Kat Shafer
Chief Creative Officer	John Cornette
MOTION DESIGN	Michael Guastaferro
Copywriter	Spike McClinton
SVP	Brittany Hunley