Agency: 72andSunny

Google x Baker Boy | Helping you help others


Google Australia x Baker Boy: Rise Campaign

Google has unveiled the latest chapter of its broader campaign work celebrating community helpfulness — and how Australians can help others thrive with a little help from products like Search and Maps.

The first pillar features a new spot titled ‘Rise’ from 72andSunny and tells the story of a mentor who helps rising musical talent Mikayla Mununggurr seize her moment, with a little help from Google. The film is a collaboration with director Stefan Hunt and Danzal Baker, and is inspired by the real actions of Danzal Baker (aka Baker Boy) — a Yolngu man and Australia's first Yolngu Matha rapper, who has been praised for his efforts to mentor and empower rising talent from his community. In 2019 Baker Boy was named Young Australian of the Year and received the Order of Australia Medal (OAM).

This professional campaign titled 'Rise' was published in Australia in June, 2022. It was created for the brand: Google, by ad agency: 72andSunny. This Film medium campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted almost 2 years ago.


Client: Google Australia
Creative Agency: 72andSunny ANZ
ECD: Luke Martin
Creative Lead: Genevieve Hoey
Creative Lead: Andy Flemming
Head of Production: Whitney Hawthorn
Post-Producer: Paul Leaning
Brand: Ryan Bernal
Head of Design: Michael Kleinman
Design Lead: Matt Gould
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

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