| Title | Depzman - Life Cut Short |
| Agency | McCann London |
| Campaign | Life Cut Short |
| Advertiser | Joshua Ribera Foundation |
| Brand | Joshua Ribera Foundation |
| Date of First Broadcast/Publication | 2022 / 10 |
| Business Sector | Charities, Foundations, Volunteers |
| Story | 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. |
| Media Type | Music Video |
| Length | |
| Artist | Joshua Ribera |
| Chief Creative Officer | Rob Doubal |
| Chief Creative Officer | Laurence Thomson |
| Creative Director | James Crosby |
| Creative Director | William Cottam |
| Creative Team | Lee Elliot |
| Creative Team | Rory Peyton-Jones |
| Head of Production | Ben Clark |
| Executive Producer | Pedro Pinto |
| Producer | Andrei Cebotari |
| Executive Producer | Rhory Daniels |
| Executive Producer | Tom Ringsby |
| Planner | JJ Bender |
| Planner | Joy Molan |
| Business Director | Tom Oliver |
| Account Manager | Rohin Lalli |
| Project Manager | Hannah Graff |
| Project Manager | Georgia Wettenhall |
| Media Agency | SBTV |
| Media Agency | Ocean Outdoor |
| Production Company | Craft London |
| Director | BRIGHTNIGHT |
| Director of Photography (DOP) | Paddy Cartwright |
| Production Company | Intergalactic Studios |
| Post Production | Black Kite Studios |
| Editor | Paddy Cartwright |
| Editor | Matt Dollings |
| PR Agency | Weber Shandwick - London |
| Music | Native Music |
| Writer | Alison Cope |
| Writer | ShadowCV |
| Producer | PhazeFX |
| Executive Producer, Music | Dan Neale |
| Head of Production | Fred Ashworth |
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