| Titre | Depzman - Life Cut Short (129s) |
| Brief | Depzman, a well-known Birmingham grime rapper on the cusp of stardom, was stabbed to death in 2013. The Joshua Ribera Foundation fights knife crime in his name. In 2022 they released a new Depzman song telling the story of his life and death using deepfake audio. Instead of a copywriter, we worked with a rapper to write the lyrics. On the anniversary of Depz’s funeral, the music video launched on SBTV, the UK’s biggest urban music channel. A hyper-targeted media push ensured it reached our key audience of young people, getting 6m plays in 2 weeks across Radio, YouTube, TikTok & Spotify – ranking #11 on YouTube’s trending videos.The campaign is now being used as an educational tool and has been shown to 30,000 school kids in youth violence workshops. It has been adopted by the UK prison network in 65 prisons as a powerful & emotive deterrent to inmates. |
| Agence | McCann London |
| Campagne | Life Cut Short |
| Annonceur | Joshua Ribera Foundation |
| Marque | Joshua Ribera Foundation |
| Date de première diffusion/publication | 2022 / 10 |
| Secteur d'activité | Culture, loisirs et sports |
| Synopsis | The Joshua Ribera Foundation CIC was set up in 2019. They use Joshua Ribera’s unique life story and death to educate young people on the dangers of knife crime and help them to make positive choices to stay safe. |
| Type de média | Brand Content |
| Maison de production | Intergalactic Studios |
| Maison de production | Black Kite Studios |
| Craft | Intergalactic Studios |
| Craft | Black Kite Studios |
| Maison de production | Native Music |
| Media Partner | SBTV |
| PR Agency | weber shandwick |
| Responsable de la création | Rob Doubal |
| Responsable de la création | Laurence Thomson |
| Directeur de création | William Cottam |
| Directeur de création | James Crosby |
| Equipe créative | Rory Peyton-Jones |
| Equipe créative | Jones |
| Chief Production Officer | Ben Clark |
| Producteur exécutif | Pedro Pinto |
| Producteur exécutif | Tom Ringsby |
| Producteur | Andrei Cebotari |
| Producteur musical | PhazeFX |
| Directeur de la photo | Paddy Cartwright |
| Directeur des Stratégies | JJ Bender |
| Planneur | Joy Molan |
| Business Director | Tom Oliver |
| Project Director | Hannah Graff |
| Chef de projet | Georgia Wettenhall |
| Marketing Partner | Clementine Cuthbertson |
| Responsable de la production | Fred Ashworth |
| Monteur | Paddy Cartwright |
| Monteur | Matt Dollings |
| Coloriste | Andi Chu |
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