Rikhado Makhado, known professionally as Riky Rick, was more than just a South African rapper, singer, songwriter, record producer, and entrepreneur. His untimely death at the age of 34 in February 2022 left a profound impact on his fans and highlighted the critical mental health challenges men face in a society marred by a history of racism and violence.
In a poignant tribute to his life and legacy, the posthumous “Stronger” campaign for The Riky Rick Foundation has won a prestigious Silver Lion award at the 2024 Cannes Lions International Festival of Creativity in France. The campaign, masterminded by TBWA\ Hunt Lascaris and produced in collaboration with Audio Militia and Ganja Beatz, triumphed in the ‘Social & Influencer Lions: Social Purpose’ category.
The “Stronger” campaign ingeniously used artificial intelligence to recreate Riky Rick’s voice and incorporated lyrics derived from his social media posts. This heartfelt song aimed to raise awareness about mental health issues, resonating deeply with audiences and drawing attention to the often-overlooked struggles of mental health, particularly among men.
Riky Rick’s music and message continue to inspire and evoke strong emotions, making this award not just a recognition of creative excellence but also a beacon of hope and support for those grappling with mental health challenges. The “Stronger” campaign’s success at Cannes underscores the power of art and technology in creating impactful social change.
BRANDS:
Riky Rick Posthumous Campaign Wins International Award
TBWA\Hunt\Lascaris, the agency behind Stronger campaign for The Riky Rick Foundation, together with production companies Audio Militia and Ganja Beatz, have won Silver Lion award.
They won in the ‘Social &… pic.twitter.com/TFLjVYeZBN
— Kgopolo (@PhilMphela) June 20, 2024
