CLIENT
Common Ground
1. Rona Glynn-McDonald - Chief Executive Officer
2. Rory Sinclair - Communications Manager
AGENCY
1. Chris Little - Group Creative Director
2. Mireille Pons - Senior Account Director
3. Magdalena Tomislav - Senior Strategist
4. Tom MacPhail - Art Director
5. Jake Ausburn - Copywriter
6. Leora Zuckerman - Art Director
7. Isabella Smith - Copywriter
8. Chad Edwards - Design Lead
Ogilvy PR Sydney
SUMMARY
Despite efforts to reconcile, systemic racism continued to oppress Indigenous Australians. To start to overturn this, we needed to connect with First Nations cultures, like never before.
We threw out the rule book and tackled an issue seemingly outside our remit: over 60% of teens were suffering from sleep deprivation caused by excess online consumption.
It was the ultimate Trojan horse manoeuvre. Dreamy fused the ancient tradition of storytelling, with modern-day podcasting. The stories disconnected teens from the addictive virtual world; consequently, connecting them to First Nations cultures and Country.
