JFK Presidential Library and Museum

Reimaging the Apollo 11 Moon Landing

    Creative Experiences

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 PlatformActivation & Engagement: Best Use, Mobile, and Digital/Mobile: Best Use, VR/AR

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