| Başlık | 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. |
| Haftanın | McCann London |
| Kampanya | Life Cut Short |
| Reklamcı | Joshua Ribera Foundation |
| Marka | Joshua Ribera Foundation |
| İlk Yayınlanma Tarihi | 2022 / 10 |
| Sektör | Culture, Leisure & Sport |
| hikaye | 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. |
| Medya Türü | Branded Content |
| Prodüksiyon Şirketi | Intergalactic Studios |
| Prodüksiyon Şirketi | Black Kite Studios |
| Craft | Intergalactic Studios |
| Craft | Black Kite Studios |
| Müzik Şirketi | Native Music |
| Media Partner | SBTV |
| PR Agency | weber shandwick |
| Yaratıcı Ajans Başkanı | Rob Doubal |
| Yaratıcı Ajans Başkanı | Laurence Thomson |
| Yaratıcı Yönetmen | William Cottam |
| Yaratıcı Yönetmen | James Crosby |
| Yaratıcı Ekip | Rory Peyton-Jones |
| Yaratıcı Ekip | Jones |
| Chief Production Officer | Ben Clark |
| Prodüksiyon Sorumlusu | Pedro Pinto |
| Prodüksiyon Sorumlusu | Tom Ringsby |
| Prodüktör | Andrei Cebotari |
| Music Producer | PhazeFX |
| Görüntü Yönetmeni | Paddy Cartwright |
| Strategy Director | JJ Bender |
| Strateji Planlama | Joy Molan |
| Direktör | Tom Oliver |
| Project Director | Hannah Graff |
| Proje Sorumlusu | Georgia Wettenhall |
| Marketing Partner | Clementine Cuthbertson |
| Prodüktör | Fred Ashworth |
| Editör | Paddy Cartwright |
| Editör | Matt Dollings |
| Renkçi | Andi Chu |
More Work
SEE ALLThe Everyday Tactician
- MARKA:
- Football Manager 2024
- HAFTANIN:
- McCann London
The Joy of Everyday 4
- MARKA:
- Just Eat
- HAFTANIN:
- McCann London
The Joy of Everyday 3
- MARKA:
- Just Eat
- HAFTANIN:
- McCann London
The Joy of Everyday 2
- MARKA:
- Just Eat
- HAFTANIN:
- McCann London
The Joy of Everyday 1
- MARKA:
- Just Eat
- HAFTANIN:
- McCann London
16th Century Life Expectancy
- MARKA:
- UK Black Pride
- HAFTANIN:
- McCann London
See My Pain
- MARKA:
- Nurofen
- HAFTANIN:
- McCann London
Did Somebody Say HipOpera
- MARKA:
- Just Eat
- HAFTANIN:
- McCann London
Talent Transplant
- MARKA:
- CREAM
- HAFTANIN:
- McCann London