Thu, 11 Jan 2018 04:27:19 GMT
The highly anticipated summer campaign for Australian Lamb via The Monkeys has launched - singing, dancing and celebrating the one thing all Australians can agree on this summer, lamb.
Building on the long established We Love Our Lamb brand position of unity and inclusivity, the integrated campaign inspires people to put aside their differences, big and small, and come together over lamb.
The campaign launches with the new long-form advert directed by Paul Middleditch, which sees a modern day lamb barbecue get a Broadway musical makeover. With the stage set, Australia's diverse opinions go head to head, before ultimately showing that lamb is the one thing that brings everyone together.
Co-founder and chief creative officer at The Monkeys, Scott Nowell, said: “'Lamb Side Story' proves that both extremes of global political views can be fun - there's nothing like lamb and dancing to bring people with various levels of outrage together."
The commercial will be pushed out across digital, social, TV and cinema from today, whilst
PR will spread the message across earned media. Media partners, Nova Network, Channel Nine and The Beetoota Advocate will support the campaign across multiple channels, encouraging Australians to put aside their differences and embrace a summer 'Lambnesty'.
Nova Network's Fitzy & Whippa will spearhead the mission, with listeners offered Lambnesty barbeque boxes, as well as a seat to Australia's first Lambnesty barbeque where people with differing opinions will unite over the ultimate lamb feast.
Broadcast partner Channel Nine will integrate the campaign into the channel's news, sport and social platforms, with on air features with TODAY, Nine News Now and the Cricket One Day International series.
Lisa Sharp, Chief Marketing Officer at MLA, said: "Lamb as a brand stands for unity and this latest campaign shines a light on what unites us rather than divides us. In true Aussie spirit we are celebrating our nation's ability to put aside our differences and join together over our love of lamb, the meat that brings everyone to the table."
In-store, product-focused point-of-sale will deliver lamb barbeque inspiration, focusing on the variety of different cuts and cuisines. While, recipes developed by Head Chef, Chef Darren Robertson at Three Blue Ducks and Rocker, will underpin the campaign by inspiring young Aussies to get cooking with lamb this summer.view more - Creative
Assistant Brand Manager: Jasmin Koch
Brand Manager: Anna Sharp, Rebecca Tearle
Chief Marketing Officer: Lisa Sharp
Group Business Director: Mike Worden
Media Agency: UM
Partnerships Manager: Jessica Ngu
Partnership Trader: Emily Ng
Senior Client Director: Tim Rogers
Strategy Director: Chris Colter, David Toussaint
Art Director: Scott Zuliani
Content Executive: Will Davies
Content Manager: Victoria Zourkas
Copywriter: Tim Pashen
Creative Agency: The Monkeys
Executive Creative Director: Scott Nowell
Group Content Director: Humphrey Taylor
Head of Planning: Michael Hogg
Planner: Charlotte Marshall
PR: One Green Bean
Senior Content Director: Katie Wong-Hee
Senior Producer: Jade Rodriguez
Head of Production: Thea Carone
Director: Paul Middleditch
DOP: Daniel Ardilli
Executive Producer: Peter Masterton
Producer: Alex Taussig
Production Company: Plaza Films
Composer: Gerard Fitzgerald
Director Music & Brands: Ramesh Sathiah
Music : Song Zu
Sound Production: Song Zu
Edit Company: The Editors
Editor: Stu Morley
Genres: Choreography, Comedy, PeopleThe Monkeys, Thu, 11 Jan 2018 04:27:19 GMT