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Stronger
Agency TBWA\ Hunt Lascaris / Johannesburg + Audio Militia / Johannesburg + Ganja Beatz / Johannesburg + Sting Content Productions / Johannesburg
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Category
Integrated / Omnichannel Campaigns for Good
Annual ID
OS24_IG043M
About the Work
After struggling with depression South African Hip Hop icon Riky Rick succumbed to his battle with mental illness, and took his own life. Known for galvanizing and inspiring the people with his words, Riky Rick’s death meant that we didn’t just lose a massive musical talent, but also an influential voice, whose words to uplifted everyone around him.
Because he was so intentional with his words reading through his social posts felt like reading lyrics to a song he left hidden for us to find. So, we used his social media posts and AI to create a song that became a message of hope for those battling with mental illness.
The re-emergence of Riky’s voice gripped the attention of the nation and sparked a nationwide mental well-being discussion. During the campaign mental illness moved from taboo, to the most talked about illness in South Africa.
Because he was so intentional with his words reading through his social posts felt like reading lyrics to a song he left hidden for us to find. So, we used his social media posts and AI to create a song that became a message of hope for those battling with mental illness.
The re-emergence of Riky’s voice gripped the attention of the nation and sparked a nationwide mental well-being discussion. During the campaign mental illness moved from taboo, to the most talked about illness in South Africa.
2024 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\ Hunt Lascaris / Johannesburg
Design Firm
I Create Studio / Johannesburg
Production Company
Sting Content Productions / Johannesburg
Music / Sound Production Company
Audio Militia / Johannesburg
Ganja Beatz / Johannesburg
Art Director
Mikaela Elkon
Shalisha Hira
Chief Creative Officer
Peter Khoury
Carl Willoughby
Copywriter
Lerato Mbangeni
Lyle Martin
Creative Director
Marchand Ebershohn
Sacha Traest
Director
Fred Wollner
Director of Photography
Fred Wollner
Executive Creative Director
Keith Manning
Producer
Sandra Gomes
Lizette Botha
Reeva Hendricks
Aashish Gangaram
Heemal Gangaram
Matthew Bowen
Angela Cockburn
Raphael Gavin
Samuel Akach
Account Manager
Margarita Grubina
AI Company
Respeecher / Kyiv
AI Engineer
Vitalii Knyr
Content Editor
Kiyara Abrahams
Counselling psychologist
Sanam Naran
Editor in Chief
Melanie Ramjee
Graffiti
George Mars
Group Account Director
Judy Sibanda
Head of Media
Shezanne Socher
Head of partnership
Aimee Joseph
Lyricist
Lebo Mochudi
Riky Rick Makhado
media
Instreem / Johannesburg
Mixing & Mastering Engineer
Craig Hawkins
Multimedia Designer
Louis Du Pisani
Ryan Paikin
Music Producer
Nick Argyros
Project Manager
Catherine Johnstone
Sonya Botha
Psychologist
Conscious Psychology / Johannesburg
public relations
Hypress Live / Johannesburg
Recording Engineer
Richard Staub
Garrick Jones
Paul Norwood
Simz Kulla
Sound Operator
Muthu Matjie
Voice Over Artist
Lebo Mochudi
Web Developer
Max Sibanda
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