| 标题 | 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. |
| 广告公司 | McCann London |
| 广告战役 | Life Cut Short |
| 广告主 | Joshua Ribera Foundation |
| 品牌 | Joshua Ribera Foundation |
| 首次发布日期 | 2022 / 10 |
| 行业领域 | 文化、休闲及体育 |
| 剧情简介 | 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. |
| 媒体类别 | Branded Content |
| 制作公司 | Intergalactic Studios |
| 制作公司 | Black Kite Studios |
| Craft | Intergalactic Studios |
| Craft | Black Kite Studios |
| 音乐公司 | Native Music |
| Media Partner | SBTV |
| PR Agency | weber shandwick |
| 首席创意官 | Rob Doubal |
| 首席创意官 | Laurence Thomson |
| 创意总监 | William Cottam |
| 创意总监 | James Crosby |
| 创意团队 | Rory Peyton-Jones |
| 创意团队 | Jones |
| Chief Production Officer | Ben Clark |
| 执行制片 | Pedro Pinto |
| 执行制片 | Tom Ringsby |
| 制片 | Andrei Cebotari |
| 音乐制作人 | PhazeFX |
| 摄影指导 | Paddy Cartwright |
| Strategy Director | JJ Bender |
| 客户企划 | Joy Molan |
| Business Director | Tom Oliver |
| Project Director | Hannah Graff |
| 项目经理 | Georgia Wettenhall |
| Marketing Partner | Clementine Cuthbertson |
| Head of Production | Fred Ashworth |
| 剪辑师 | Paddy Cartwright |
| 剪辑师 | Matt Dollings |
| Colorist | Andi Chu |
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