Google celebrates First Nations mentorship via 72andSunny and CampfireX
Google Australia has launched a new campaign depicting the challenges First Nations Australians face when overcoming ‘shame job’ and the transformative power of mentorship, created by 72andSunny.
The campaign is the latest iteration of the tech giant’s ‘Helping you help others’ platform, showcased in 2021 across a number of campaigns celebrating community helpfulness. The platform was developed in partnership with 72andSunny, the company’s local creative agency since the agency first launched in Australia in 2017.
Other assets:
Background story film: https://www.youtube.com/watch?v=y5N0BSpsfTg
Google and 72andSunny worked together to create three pillars of the campaign: a linear/connected TV and cinema campaign, a publisher partnership and online background story film. Each element is anchored on the theme of mentorship, featuring the stories of First Nations talent and leaders.
The first pillar of the campaign is a 64-second spot, ‘Rise’, that tells the story of a mentor who helps rising musical talent Mikayla Mununggurr seize her moment, with help from Google. The film is a collaboration between director Stefan Hunt and Yolngu man and hip hoop artist Danzal Baker (Baker Boy), and is based on Baker real efforts to mentor and empower rising talent from his community. has been praised for his efforts to mentor and empower rising talent from his community, which saw him named Young Australian of the Year in 2019 and awarded the Order of Australia Medal (OAM).
The film sheds light on the issue of ‘shame job’, something Baker has personal experience with, and has had to overcome to get to where he is today. In remote Indigenous communities ‘shame job’ is a real issue amongst youth and refers to perceived barriers that stop someone from going after their dreams. Knowing the challenges of ‘shame job’ was one of the drivers for Baker’s passion and interest in the project.
“Shame is real in community, we have so many other barriers that disproportionately disadvantage kids in remote communities, it breaks my heart to see them being held back by feelings of shame on top of that,” said Baker. “I know what those feelings are like. Collaborating with Google and being able to depict this story in Yolngu Matha is powerful, it allows me to share this message directly to kids in Arnhem Land while also educating the wider Australian community on all Indigenous cultures and first languages.”
The second pillar of the campaign, set to launch in August, was developed in partnership with Indigenous Australian-led creative consultancy, Campfire X, and The Guardian. Here, the campaign will showcase a broader range of mentor/mentee stories that depict the transformative change that is enabled when people empower others through mentorship. In particular, The Guardian integration will focus on telling underrepresented stories of female Indigenous leaders – celebrating both their individual successes and journeys, but also the mentors who have helped them to achieve their goals.
Peter Kirk from CampfireX said: “It’s of paramount importance that Indigenous people are included, valued for their knowledge & input, and invited to take the lead when developing campaigns regarding Indigenous stories, creativity, culture & history. Throughout our partnership with Google and The Guardian, we have felt included, trusted, and valued at every part of the process. We feel our stories are being recognised and most importantly that we finally have a seat at the table. It’s been a wonderful experience.”
The third and final campaign pillar is a background story film, ‘Rise to Your Dream’. Directed by Indigenous filmmaker Cornel Ozies, the film is a deeper dive into the impact of ‘shame job’ in communities. It features Baker and other inspiring individuals – Teela Reid, solicitor and Indigenous activist, Dr. Michael Mossman lecturer in architecture from Sydney University, and Ray Ingrey chairman of the Gujaga Foundation – sharing their stories of overcoming ‘shame job’ to reach their goals.
Luke Martin, executive creative director of 72andSunny said: “Baker Boy is such an inspiring Yolngu musical talent. We’re delighted to represent his mentoring mission more widely in two positive stories. Thanks to his creative input, this project has been a real demonstration of how Google can help you help others.”
Google ensured that throughout the development of the campaign, a critical focus was ensuring Indigenous voices were represented and there was inclusion of Indigenous talent at every stage.
“We’re incredibly grateful to all our partners on this project that have come together to celebrate those that take the time to support their community, the magic that can come from that, and how Google can help along the way. A heartfelt thank you to CampfireX, Danzal Baker, and Cornel Ozies for their partnership and guidance in telling these stories,” said Zoe Hayes, head of marketing, consumer apps and platforms, Google Australia.
Speaking on Google’s ongoing commitment to diversity, equity, and inclusion, senior director of marketing for Google Australia, Aisling Finch, said: “As Google marketing, we’re focused on DEI across three pillars; in our team, with our creative & media partners, and in our work. This includes working to improve diversity in hiring, ensuring education and belonging in our teams, training for partners, and the creative process. Our creative work should champion diverse stories, as well as be developed and produced by diverse teams and suppliers. A critical focus within this work is to elevate Indigenous voices and cultures through our platforms and we have a history of investing in programs that deliver on this mission. One initiative we’ve launched in pursuit of this mission is Woolaroo, a machine learning effort to preserve 10 endangered languages, including Yugambeh.”
Other initiatives undertaken by Google Australia include cultural competency training in partnership with Blackcard and Arilla, Indigenous guest artists for Google Doodles on our homepage including Lionel Rose and Jimmy Little, and Digital training Grow with Google in partnership with Supply Nation for Indigenous business owners.
Credits:
Television:
Client: Google Australia
Creative Agency: 72andSunny ANZ
Indigenous Creative Consultancy: CampfireX
Indigenous Cultural Consultant: Cristilee Houghton
Production House: Exit Films
Director: Stefan Hunt
DP: Tyson Perkins
Editor: Simon Price
Audio: Otis Studios
Post Production: Vandal
Media: PHD & Essence
Research Insights: Pollinate
Digital Publisher Integration:
Client: Google Australia
Creative Agency: CampfireX
Publisher: The Guardian
Media: Essence
Research Insights: Pollinate
Background Story Film:
Client: Google Australia
Creative Agency: 72andSunny ANZ
Indigenous Creative Consultancy: CampfireX
Director: Cornel Ozies
Production House: Guilty Content
Editor: Simon Price
Audio: Otis Studios
Post Production: Vandal
Media: Essence
Research Insights: Pollinate
Got a tip?
topics
72andSunny
Aisling Finch
Baker Boy
CampfireX
Cornel Ozies
Danzal Baker
Google
Luke Martin
Michael Mossman
Mikayla Mununggurr
Peter Kirk
Ray Ingrey
Teela Reid
Zoe Hayes
Have your say