| 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 | 2022 / 10 |
| Business Sector | Culture, Leisure & Sport |
| Story | 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. |
| Media Type | Branded Content |
| Production Company | Intergalactic Studios |
| Production Company | Black Kite Studios |
| Craft | Intergalactic Studios |
| Craft | Black Kite Studios |
| Music Company / Composer | Native Music |
| Media Partner | SBTV |
| PR Agency | weber shandwick |
| Chief Creative Officer | Rob Doubal |
| Chief Creative Officer | Laurence Thomson |
| Creative Director | William Cottam |
| Creative Director | James Crosby |
| Creative Team | Rory Peyton-Jones |
| Creative Team | Jones |
| Chief Production Officer | Ben Clark |
| Executive Producer | Pedro Pinto |
| Executive Producer | Tom Ringsby |
| Producer | Andrei Cebotari |
| Music Producer | PhazeFX |
| Director of Photography (DOP) | Paddy Cartwright |
| Strategy Director | JJ Bender |
| Account Planner | Joy Molan |
| Business Director | Tom Oliver |
| Project Director | Hannah Graff |
| Project Manager | Georgia Wettenhall |
| Marketing Partner | Clementine Cuthbertson |
| Head of Production | Fred Ashworth |
| Editor | Paddy Cartwright |
| Editor | Matt Dollings |
| Colorist | Andi Chu |
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