| Title | 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. |
| Agency | McCann London |
| Campaign | Life Cut Short |
| Advertiser | Joshua Ribera Foundation |
| Brand | Joshua Ribera Foundation |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Branded Content |
| Production Company | Int.......tic S....os Subscribers Only |
| Production Company | B...k K..e S....os Subscribers Only |
| Craft | Int.......tic S....os Subscribers Only |
| Craft | B...k K..e S....os Subscribers Only |
| Music Company / Composer | N...ve M...c Subscribers Only |
| Media Partner | S..V Subscribers Only |
| PR Agency | w...r sh.....ck Subscribers Only |
| Chief Creative Officer | ..b D...al Subscribers Only |
| Chief Creative Officer | La....ce T....on Subscribers Only |
| Creative Director | W....am C...am Subscribers Only |
| Creative Director | J...s C...by Subscribers Only |
| Creative Team | R..y Pey......nes Subscribers Only |
| Creative Team | J...s Subscribers Only |
| Chief Production Officer | ..n C...k Subscribers Only |
| Executive Producer | P...o P...o Subscribers Only |
| Executive Producer | ..m R....by Subscribers Only |
| Producer | A...ei Ce....ri Subscribers Only |
| Music Producer | P....FX Subscribers Only |
| Director of Photography (DOP) | P...y Ca.....ght Subscribers Only |
| Strategy Director | .J B...er Subscribers Only |
| Account Planner | ..y M...n Subscribers Only |
| Business Director | ..m O...er Subscribers Only |
| Project Director | H...ah G...f Subscribers Only |
| Project Manager | G....ia We.....all Subscribers Only |
| Marketing Partner | Cl.....ine Cu......son Subscribers Only |
| Head of Production | F..d As....th Subscribers Only |
| Editor | P...y Ca.....ght Subscribers Only |
| Editor | M..t Do....gs Subscribers Only |
| Colorist | A..i ..u Subscribers Only |
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