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Australian Summer Lamb Campaign Unites the Country Through Song and Dance. And Meat

Creative 213 Add to collection

The latest summer spectacular from The Monkeys takes a trip to finger-clicking La La Land to bridge the chasm between left and right

Australian Summer Lamb Campaign Unites the Country Through Song and Dance. And Meat

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.

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Advertiser: MLA

Assistant Brand Manager: Jasmin Koch

Brand Manager: Anna Sharp, Rebecca Tearle

Chief Marketing Officer: Lisa Sharp

Media Agency

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

Creative Agency

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

Production Company

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, People

The Monkeys, Thu, 11 Jan 2018 04:27:19 GMT