Clio Music Grand Winners: SDWM's 'Dream Baby Dream' Campaign for Spinifex Gum

How 20,000 voices came together to help the Indigenous community of Australia

Clio Music Grand Clio: Social Good
Entrant: SDWM
Brand: Spinifex Gum
Campaign: "Dream Baby Dream"

In 2019, the Indigenous community of Australia still didn't have a voice within the constitution. So, the young Indigenous girls choir Spinifex Gum used their voices to create a movement everyone could join.

Their single "Dream Baby Dream" was turned into an interactive microsite, where visitors could add their voice by singing the chorus into their device. A national tour collected the voices of the crowds at every show—creating a final track, featuring over 20,000 voices, that was then pressed on record.

Agency SDWM created the campaign. In the video above, hear more about the work from founders James Orr and Jake Turnbull. And see the case study below.

See more Creative Brief videos with the 2020-2021 Clio Music Grand winners as we roll them out over the coming week. And to see all the winners, including gold, silver and bronze, visit the winners' gallery.

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. Previously, he was creative editor at Adweek.

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