After the success of Killing Lincoln, National Geographic knew from the start that this campaign had to have a “big event” feel. We brought the strategy to life with a range of dynamic ads skins, synched units and takeovers that featured the trailer and played up the pedigree (“NY Times Bestseller). We also designed multiple iPad takeovers with Calendar (tune-in) reminders. Our hero image always featured two men, Kennedy and Oswald, as the film followed both stories until their fates collided. To ground the films historical relevance, units on news sites supplemented the trailer with “real news” video, actual coverage of the event from each networks archival footage.