Dreamy brings an 80,000-year-old storytelling tradition into the digital space.
Dreamy, the first winning campaign from Snap’s Creative Council program, features First Nations storytellers and artwork.
The Council launched last September in partnership with Creative Equals and encourages Australian creatives to use Snapchat to develop creative solutions to pressing societal issues. They do this by nominating small teams in their agencies to respond to a brief. The winning idea is produced and launched on Snapchat.
Snap global director of creative strategy Will Scougal says the Creative Council uses Snapchat and the ideas powered by its camera as a force for good.
“The Ogilvy team put together a strong, integrated campaign that celebrates Australia’s rich history and brings untold stories to the fore,” Scougal says.
‘Dreamy’ is a digital platform for contemporary First Nations storytellers that also aims to improve mental health and sleep.
The winning campaign was created by Jake Ausburn, copywriter and Tom McPhail, art director, a team put together by Ogilvy’s former ECD Gavin Mcleod.
To ensure authenticity, Ogilvy partnered with First Nations-led, NFP Common Ground. Common Ground sourced five, original sleep stories from First Nations storytellers: Jazz Money, Aurora Liddle-Christie, Dakota Feirer, Genoah Gela and Dr. Romaine Moreton. They’re complemented by artwork from emerging, First Nations visual artist Carmen Glynn-Braun.
Ogilvy transformed the artwork into ambient, looping animations which feature in an integrated campaign including a microsite, video content and an Augmented Reality (AR) lens that guides a Snapchatter through a short, deep-breathing meditative exercise before the sleep stories.
The AR lens can be viewed on the Snapchat carousel by searching ‘Dreamy’ on Snapchat or by scanning the Snapcode. The video content will go live this week and will run on Snapchat over the next two months.
Common Ground CEO, Rona Glynn-McDonald says the campaign will help shape futures that are connected to Country and land.
“We feel incredibly proud of this project, which shares First Nations knowledge, storytelling and creativity with the rest of the world. Through Dreamy, all people can connect with voices that can ground us in this moment and help us shape futures that are connected to Country and land,” Glynn-McDonald says.
Ogilvy art director Tom MacPhail says working on the Dreamy project was a privilege.
“We all need to take care of ourselves, now more than ever, so we’ve been honoured to work with Common Ground to create this free mental health resource.
“We hope these stories will help anxious sleepers disconnect from their screens and connect with the traditional custodians of this country. Listening to these incredible First Nations storytellers won’t just help us sleep better – it’ll help us acknowledge the land upon which we sleep and dream,” MacPhail says.
First Nations visual artist Carmen Glynn-Braun enjoyed working alongside the extraordinary cohort of First Nations storytellers.
“I love the contemporary nature of these yarns. The stories are very much here and
now, but at the same time deeply encompass our ongoing ancestral connections to both story and place.”
Chris Little, Creative Director
Art Director: Tom MacPhail
Copywriter: Jake Ausburn
Copywriter: Isabella Smith
Design Lead: Chad Edwards
Senior Digital Designer: Christian Moore
Motion Creative: Diego Poveda
Senior Strategist: Magdalena Tomislav
Senior Integrated Project Manager: Morwenna Farwagi
Senior Account Director: Mireille Pons
Ogilvy PR Business Director: David Radestock
Digital Project Manager: Bastien Legay
Creative Technologist: Nick Robinson
Executive Producer, Head of Production: Rob Spencer
Senior Editor: Daniel Matotek
Editor, TV & Radio Dispatch: Josh Blakiston
Production Assistant: Liv Gillian
Director, DP, Editor: Newman Sorensen
Executive Creative Director: Gavin McCleod
Creative Directors: Ben Smith, Luke Hawkins