Stronger, a song written by Riky Rick using artificial intelligence (AI), was released a year ago. The song and campaign were recognised with a Silver Lion at the Cannes 2024 Awards.
Stronger was made available on Youth Day of the previous year, following Riky Rick’s passing in February of 2022.
The Cannes Lions Award honours advertising, creative communications, and associated industries. The industry’s biggest meeting for creative communications and advertising is thought to be the Oscars.
AI from what Riky said
In the Social & Influencer Lions: Social Purpose category, the Riky Rick Foundation and the production businesses Audio Militia / Ganja Beatz have been recognised with a Silver Lion.
“Eish but look, death is not the greatest loss in this life, the greatest loss is what dies inside while we are alive,” is a passage of the song in which Riky’s voice can be heard rapping. I truly wanted to keep in mind that you must look out for those who are close to you because of this.
Carl Willoughby, Chief Creative Officer at advertising agency TBWA, told The Citizen, “The award is significant for us firstly that Riky is gaining recognition on a global stage; the work that we’re doing is resonating globally and it’s a thing for us to win because Cannes has so much work that it celebrates around AI and for us to compete in that space was great and to win something is great.”
The song Stronger, which was produced by AI utilising Riky’s words from his social media posts, is more important because it discusses mental health and wellbeing.
Real name Rikhado Makhado, or Riky Rick, was an MTN lead in a summer campaign. Following his suicide, TBWA, the company managing his account, took action to address mental health issues related to him.
Because of the influence the late muso had, Willoughby thought Riky’s victory in the Social and Influencer category was particularly sad. “It was almost tailor-made for him because he was a social icon and such an impact on everyone around him,” he remarked.
TBWA will carry on collaborating with the Riky Rick Foundation
The campaign has received recognition from a few award shows in the past year. TBWA won a Wood Pencil at the Design and Art Direction (D&AD Pencil) awards, and it was nominated for a Webby Award.
Willoughby declared, “We’re going to treat the [Riky Rick] Foundation as one of our pro-bono accounts and we’re going to continue doing work for them on an ongoing basis.”
The head of TBWA acknowledged that the company’s reputation for excellent governance and the BEE ecosystem is enhanced by the hours contributed to the foundation.
However, it isn’t why we are doing this; rather, it’s just a confidence boost that we can accomplish something worthwhile. That is what spurs us on to keep working for the Riky Rick Foundation. However, it provides everyone at the agency a sense of purpose—we’re not just selling cars, insurance, or airtime—and it gives us the impression that we’re using our diverse skill sets to good use,” the CCO said.
Regional Network of the Year goes to TBWA.
Given that it was South Africa’s lone victory, TBWA was named Regional Network of the Year.
The network that receives the highest points from shortlisted and rewarded submissions in the region is awarded the Cannes Lions Regional Network of the Year title.
11,000 innovative brains working in agencies throughout more than 40 countries make up TBWA.
“We didn’t actually enter last year, so this is my first Cannes as the Chief Creative Officer and the first time I’ve developed a comprehensive body of work in that capacity. Willoughby remarked, “For me, it’s a huge sense of positive affirmation that not only am I doing something right, but the entire Hunt Lascaris team is doing something right.
