Joshua Ribera Foundation - "Depzman - Life Cut Short (129s)"

McCann London

McCann London London, Regno Unito

Premi

427

Questo spot fa parte della collezione ACT Responsible

Marca: Joshua Ribera Foundation
Paese: Regno Unito

Cliente: Joshua Ribera Foundation

Titolo	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.
Agenzia	McCann London
Campagna	Life Cut Short
Cliente	Joshua Ribera Foundation
Marca	Joshua Ribera Foundation
Data di Prima Diffusione/Publicazione	2022 / 10
Settore	Cultura, Tempo libero e Sport
Trama	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.
Tipo di Media	Branded Content
Casa di Produzione	Intergalactic Studios
Casa di Produzione	Black Kite Studios
Craft	Intergalactic Studios
Craft	Black Kite Studios
Music Production	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
Direttore della fotografia	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