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Creative Award
London, United Kingdom
Joshua Ribera Foundation - "Depzman - Life Cut Short (129s)" by Eurobest 2023

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TitleDepzman - Life Cut Short (129s)
BriefDepzman, 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
Campaign Life Cut Short
Advertiser Joshua Ribera Foundation
Brand Joshua Ribera Foundation

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