The Times believes in bringing new perspectives to the news. Even if that news is a new perspective on something people thought they already knew. So, to connect with their readers in the UK, US, and the world, they decided to celebrate the legacy of one of the greatest orators of all time, John F. Kennedy. On the 22nd of November 1963, on his way to deliver a speech at the Dallas Trade Mart, JFK, the voice of his generation, was silenced. But what if we could unsilence his voice? What if technology had advanced so much to allow JFK to finally, after 55 years, deliver the ‘Trade Mart Speech’ that he was due to deliver on that fateful day in Dallas? Working with tech company CereProc we created – The Dallas Trade Mart Speech – a world first, an AI audio speech made completely out of data. This innovative and unique audio strengthened The Times reputation for quality journalism worth paying for and delivered global reach of 1 billion.