Ogilvy’s First Nations ‘Dreamy’ campaign wins Snap comp

Ogilvy has won the first Snap Creative Council programme with its ‘Dreamy’ campaign.

The winning campaign is a digital platform for First Nations storytellers that aims to improve mental health and sleep.

The Ogilvy team, which was put together by former executive creative director Gavin McLeod, included copywriter Jake Auburn and art director Tom McPhail.

The winning campaign features an ASMR-style voiceover, asking the listener to relax as First Nations People tell their stories. The First Nations talent featured in the campaign are: Dakota Feirer, Genoah Gela, Aurora Liddle-Christie, Jazz Money,  and Dr. Romaine Moreton.

There is also a vertical version of the above video which will be used on Snapchat.

Based on the insight that research by Reconciliation Australia that the majority of Australians believe it is important to know the history of First Nations People, and also that Australians have trouble falling asleep.

Snap global director of creative strategy, Will Scougal, said: “We started the Creative Council because we truly believe that Snapchat and ideas powered by its camera can be a force for good. We also wanted to encourage creatives to innovate with augmented reality as a storytelling canvas. We received some incredible submissions and we’re delighted that the Council chose ‘Dreamy’ as the winner. The Ogilvy team put together a strong integrated campaign that celebrates Australia’s rich history and brings untold stories to the fore.”

Ogilvy art director, Tom MacPhail, commented: “One of the great privileges of our job is having the opportunity to work on projects like this one. 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”.

CEO of Common Ground, a First Nations-led not-for-profit that partnered with the campaign, Rona Glynn-McDonald, said: “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.”

The campaign will be on Snapchat, with the video content to run on Snapchat over the next two months.

Snap’s Creative Council was founded last September.

Danny Bass was appointed as Snap’s director business solutions ANZ last week.


Newman Sorensen, Director, DP, Editor

Gavin McCleod, Executive Creative Director

Ben Smith, Creative Director

Luke Hawkins, Creative Director

Chris Little, Creative Director

Tom MacPhail, Art Director

Jake Ausburn, Copywriter

Isabella Smith, Copywriter

Chad Edwards, Design Lead

Christian Moore, Senior Digital Designer

Diego Poveda, Motion Creative

Magdalena Tomislav, Senior Strategist

Morwenna Farwagi, Senior Integrated Project Manager

Mireille Pons, Senior Account Director

David Radestock, Business Director, Ogilvy PR

Bastien Legay, Digital Project Manager

Nick Robinson, Creative Technologist

Rob Spencer, Executive Producer, Head of Production

Daniel Matotek, Senior Editor

Josh Blakiston, Editor, TV & Radio Dispatch

Liv Gillian, Production Assistant



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.