| Заголовок | 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. |
| Агентство | McCann London |
| Кампания | Life Cut Short |
| Рекламодатель | Joshua Ribera Foundation |
| Бренд | Joshua Ribera Foundation |
| Дата первой трансляции/Публикации | 2022 / 10 |
| Бизнес сектор | Культура, досуг и спорт |
| История | 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. |
| Тип медиа | Брендированный контент |
| Продакшн Студия | Intergalactic Studios |
| Продакшн Студия | Black Kite Studios |
| Craft | Intergalactic Studios |
| Craft | Black Kite Studios |
| Музыкальная компания / Композитор | Native Music |
| Media Partner | SBTV |
| PR-агентство | weber shandwick |
| Главный креативный директор | Rob Doubal |
| Главный креативный директор | Laurence Thomson |
| Креативный директор | William Cottam |
| Креативный директор | James Crosby |
| Креативная команда | Rory Peyton-Jones |
| Креативная команда | Jones |
| Chief Production Officer | Ben Clark |
| Исполнительный продюсер | Pedro Pinto |
| Исполнительный продюсер | Tom Ringsby |
| Продюсер | Andrei Cebotari |
| Музыкальный продюсер | PhazeFX |
| Оператор-постановщик | Paddy Cartwright |
| Стратегический директор | JJ Bender |
| Планировщик счета | Joy Molan |
| Коммерческий директор | Tom Oliver |
| Руководитель проекта | Hannah Graff |
| Менеджер проекта | Georgia Wettenhall |
| Marketing Partner | Clementine Cuthbertson |
| Руководитель производства | Fred Ashworth |
| Редактор | Paddy Cartwright |
| Редактор | Matt Dollings |
| Колорист | Andi Chu |
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