| Başlık | Depzman - Life Cut Short |
| Haftanın | McCann London |
| Kampanya | Life Cut Short |
| Reklamcı | Joshua Ribera Foundation |
| Marka | Joshua Ribera Foundation |
| İlk Yayınlanma Tarihi | 2022 / 10 |
| Sektör | Charities, Foundations, Volunteers |
| hikaye | 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. |
| Medya Türü | Music Video |
| Süre | |
| Artist | Joshua Ribera |
| Yaratıcı Ajans Başkanı | Rob Doubal |
| Yaratıcı Ajans Başkanı | Laurence Thomson |
| Yaratıcı Yönetmen | James Crosby |
| Yaratıcı Yönetmen | William Cottam |
| Yaratıcı Ekip | Lee Elliot |
| Yaratıcı Ekip | Rory Peyton-Jones |
| Prodüktör | Ben Clark |
| Prodüksiyon Sorumlusu | Pedro Pinto |
| Prodüktör | Andrei Cebotari |
| Prodüksiyon Sorumlusu | Rhory Daniels |
| Prodüksiyon Sorumlusu | Tom Ringsby |
| Planner | JJ Bender |
| Planner | Joy Molan |
| Direktör | Tom Oliver |
| Müşteri Temsilcisi | Rohin Lalli |
| Proje Sorumlusu | Hannah Graff |
| Proje Sorumlusu | Georgia Wettenhall |
| Medya Ajansı | SBTV |
| Medya Ajansı | Ocean Outdoor |
| Prodüksiyon Şirketi | Craft London |
| Yönetmen | BRIGHTNIGHT |
| Görüntü Yönetmeni | Paddy Cartwright |
| Prodüksiyon Şirketi | Intergalactic Studios |
| Post Prodüksiyon | Black Kite Studios |
| Editör | Paddy Cartwright |
| Editör | Matt Dollings |
| PR Agency | Weber Shandwick - London |
| Müzik | Native Music |
| Writer | Alison Cope |
| Writer | ShadowCV |
| Prodüktör | PhazeFX |
| Executive Producer, Music | Dan Neale |
| Prodüktör | Fred Ashworth |
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