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Campaign Spotlight

Campaign Spotlight: ‘Make Lamb, Not Walls’, Australian lamb campaign via The Monkeys, unites the country after a divided year

SYDNEY, AUSTRALIA – After a year that’s seen Aussies more physically divided than ever, the highly anticipated summer ad from Australian Lamb comes at the perfect time,  uniting the country over some lamb, and laughs, this summer.  

Building on the ‘Share the Lamb’ brand platform, the integrated campaign created by The  Monkeys part of Accenture Interactive, for Meat & Livestock Australia, reflects upon 2020  as a pivotal time in our history where, for the first time, Australia was physically divided  due to the pandemic.  

The long form advert directed by Ariel Martin from AIRBAG, takes us to a not-so-distant  future where division between states has escalated to new heights. In the year 2031, a  once united nation is divided by a great wall, towering over every state border. It’s a  tongue-in-cheek take on what could be if state borders are shut for good, but this un-Australian division can’t last forever. 

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In the film we see the great unification of Australia sparked by the scent of lamb through  cracks in the wall. As the hero is overwhelmed by the irresistible aroma and begins  smashing at the wall that separates himself from Queensland, a hand appears through  the crack holding a perfectly cooked piece of lamb. This beacon of hope triggers Aussies  around the country to tear down the Great State Walls and reunite over a delicious lamb  BBQ. 

Graeme Yardy, Domestic Market Manager at MLA says, “2020 has been a year that has really tested the Australian spirit. For the first time in our  history having hard borders between states has challenged how to stay connected as  individuals and as a country. As a brand that celebrates unity and the power of coming  together, this year in the ad, we wanted to remind Australians that we are always  stronger together. Our hope for 2021 will be that the virtual get togethers of the last 12  months, will be replaced with an Aussie lamb barbie, the most unifying, and delicious  meal of all.” 

Executive Creative Director at The Monkeys, Vince Lagana says, In testing times, it’s easy to forget we still live in the greatest country in the world. Border closures have challenged our Aussie spirit with our nation feeling more separated than ever. Thankfully, nothing a little optimism, good natured fun and a unifying lamb cutlet can’t fix.” 

The ad launched across free to air and subscription TV nationally last night and will be  pushed out across digital, social and retail OOH channels by UM, with one green bean  driving coverage for the campaign across earned media and owned social.  

Creative Director at The Monkeys, Scott Dettrick says, “The last year has been so surreal that as a country we have come to accept that anything is possible. The idea of virtual borders becoming real ones in the near future feels more real than it probably should. The start of 2021 is a great time for us to reflect  and bring people back together over some lamb wherever possible.” 

Watch the film via the Australian Lamb Facebook and YouTube page or view the content at www.australianlamb.com.au/unitedwelamb. 

CREDITS 

Client – Meat & Livestock Australia 
General Manager – Marketing and Insights: Nathan Low 
Domestic Market Manager: Graeme Yardy 
Brand Manager: Anna Sharp 
Assistant Brand Manager: Krystina Batt

Creative Agency – The Monkeys, part of Accenture Interactive 
Group CEO and Co-Founder: Mark Green 
Managing Director: Matt Michael 
Group Chief Creative Officer and Co-Founder: Scott Nowell 
Executive Creative Director: Vince Lagana 
Creative Director: Scott Dettrick 
Creative team: Harry Boothman & Joash Tham 
Art Director OOH: Jonathan Rands 
Business Strategy Director: Kit Lansdell 
Group Content Director: Ciaran Miller-Stubbs 
Content Director: Fizzy Keeble 
Senior Content Manager: Ruth Peck 
Senior Producers: Christina Wilmot & Penny Brown 
Producer OOH: Will Haslingden 
Design Lead: James Halliday 
Senior Designer: Laura Ives 
Production Company: Airbag 
Director: Ariel Martin 
Executive Producer: Alex Tizzard 
Producer: Megan Ayers 
Managing Partner: Adrian Bosich 
DOP: Lachlan Milne 
Edit House: ARC Edit 
Editor: David Whittaker & Lucas Baynes 
VFX: Airbag 
Grade: Fergus Rotherham 
Conform: White Chocolate 
Music & Sound by Song Zu 
Composer: Haydn Walker 
Sound Designer: Simon Kane 
Producer: Katrina Aquilia

Media agency – UM 
Georgina Parchert – Connections Strategist 
Jonny Day – Connections Design Director 
Hayley Pyper – Client Director 
Jenny Lam – Senior Partnerships Manager 
Joshua Coles – Partnerships Executive

PR Agency – one green bean

Partner with adobo Magazine

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