Cannes Lions

Google x Baker Boy | Rise

GOOGLE, Sydney / GOOGLE / 2023

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Danzal Baker, who goes by Baker Boy, is a hip hop artist and Young Australian of the Year. He’s a Yolngu man from Yurruwi, in Arnhem Land, in the remote Northern Territories. His passion is mentoring Indigenous youth to rise up and reach their potential. In this film Danzal finds ways to help another young Indigenous talent rise, with the help of Google.

He's in a rehearsal space in Collingwood and he hears a young girl rapping along to his song, in confident Yolngu. He runs after her, but she's battling shame, and is too shy to connect. Danzal uses Google to search for lots of ways to help Mikaela gain confidence in her talent, her voice, and her culture.

Mikaela rises up and succeeds on her terms, by successfully performing on stage in her own language, with a little help from a mentor, and Google.

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