Dreamy
Common Ground x Snapchat
AWARD Awards Gold - Best Radio and Audio Script Writing (2022)
AWARD Awards Silver - Radio and Audio (2022)
AWARD Awards Bronze - Voice Performance; Health Awareness and Social Responsibility (2022)
Spikes Bronze - Direct (2022)
Spikes Shortlist - Radio and Audio (2022)
APAC Effies Finalist - Youth Marketing; Experiential Marketing (2022)
Snapchat Creative Council Competition - Winners (2020)
The problem we set out to tackle is twofold:
One in three Australians regularly struggle to get to sleep.
Only 42% of Australians believe they have a strong enough understanding of and connection to First Nations culture.
Dreamy helps both.
Dreamy is a collection of contemporary sleep stories crafted by First Nations storytellers.
Through giving a contemporary twist to the ancient art of storytelling, Dreamy brings a 80,000-year-old oral tradition into the digital space. It takes listeners of all walks of life on a journey of cultural awakening and connection to place, helping people disconnect from their devices by connecting to Country.
As featured in ABC’s Triple J, ABC’s Life Matters, National Indigenous Times, Broadsheet, Mumbrella, AdNews and Refinery29.
In partnership with First Nations-led not-for-profit, Common Ground, and emerging First Nations storytellers, we created five original sleep stories.
‘Go gentle and flow out with the river to meet that ever-expanding sky.’
Bilabang - Jazz Money
‘A breeze blows through the red rock hills, rustling the eucalyptus leaves, dancing with the birds'.’
Journey to the Centre - Aurora Liddle-Christie
‘How lovely are the stars scattered across the never-ending navy-blue blanket?’
Star Dust and Tagai - Ghenoa Gela
‘Listening to the crashing ocean waves is like listening to infinity.’
Moon Holds Water - Dr. Romaine Moreton
‘Tonight, moonlight shimmers across a sandstone ceiling, dancing across cave walls.’
Living Echoes - Dakota Feirer
The stars you sleep under tonight are the same stars that First Nations people have told stories beneath for millennia.
Quiet your mind, journey through lands of awe and wonder, and drift off into dream…
Reaching #4 on Spotify’s podcast charts in Australia, Dreamy has helped calm the anxious minds of many, all while amplifying and celebrating First Nations voices, culture and stories.
We worked with Snapchat to create Snap ads, Snap stories and a bespoke AR lens to drive young audiences on the platform to Dreamy.
And also launched dreamysleep.com.au - a website to house the stories and information on the artists, collaborators and sleep psychology behind the project.
Dreamy even featured at Parrtjima, the festival of lights held in Mparntwe (Alice Springs). Artist Carmen Glynn-Braun turned her artworks into an open-air installation, where the storytellers shared their tales as guests lay under the night sky’s ‘navy-blue blanket’...
It’s been a great privilege to help celebrate First Nations culture.
A culture that’s deeply connected to Country, community and self.
A culture belonging to the oldest continuous civilisation in the world.
A culture from which we have much to learn.
Executive Creative Director: Gavin McLeod
Creative Director: Chris Little, Luke Hawkins, Ben Smith
Creatives: Tom Macphail, Jake Ausburn
Storytellers: Aurora Liddle-Christie, Jazz Money, Dakota Feirer, Dr. Romaine Moreton, Ghenoa Gela
Illustrator: Carmen Glynn-Braun