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'Lambalytica' Asks Aussies To Leave Their Screens For A Real Time Feed

Creative 134 Add to collection

In the ‘Lambalytica’ ad we see an elite team infiltrating people’s devices to bring them together face-to-face

'Lambalytica' Asks Aussies To Leave Their Screens For A Real Time Feed

The highly anticipated summer campaign for Australian Lamb has landed, urging Aussies to look up from their screens and share the Lamb. The integrated campaign, created by The Monkeys, kicks off with a long-form tech thriller directed by Plaza’s Paul Middleditch.

The spot sets out to remind a tech-obsessed nation of real life connection and reunite Aussies, distracted by their phones, screens and social, over delicious Aussie Lamb.

From a couple who spend more time looking at their phones than each other, to a teenage gamer glued to the TV, ‘Lambalytica’ taps into the phones of unsuspecting Aussies and unites them over an epic Lamb barbie off-screen.

Says Graeme Yardy, domestic market manager at MLA: “As a brand, Australian Lamb is famous for unity. In this digital age, we wanted to use the power of lamb to disrupt social media, peel people away from their screens and get them together over a tasty Lamb meal.”

Says executive creative director at The Monkeys, Vince Lagana: “The ongoing conversations surrounding social media platforms and privacy have made us even more aware of the influence our devices have on us daily. We wanted to flip that on its head in true Lamb fashion. So in this campaign, ‘Lambalytica’ taps into the very devices that keep us apart to bring Aussies together for the ultimate social feed – a Lamb barbie.”

The ad aired on FTA and Foxtel and will be pushed out across digital, social media and radio. one green bean will drive coverage for the campaign across earned media and owned social with UM coordinating radio media partner SCA, who will support the campaign across multiple channels, encouraging Aussies to get together and cook some Lamb.

The partnership with SCA and Hit Network’s Carrie and Tommy will bring this campaign to life on-air, culminating in an epic event which reunites people over Aussie Lamb.


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Creative Agency: The Monkeys, Sydney

Group Chief Creative Officer and Co-Founder: Scott Nowell

Executive Creative Director: Vince Lagana

Creative Director: Scott Dettrick

Creative team: Danny Pattison, Barnaby Packham

Head of Planning: Michael Hogg

Group CEO and Co-Founder: Mark Green

Managing Director: Matt Michael

Group Content Director: Ciaran Miller-Stubbs

Content Director: Victoria Zourkas

Content Manager: Will Davies

National Head of Production/Senior Producer: Romanca Mundrea

Producer: Cathryn Cooper


Production Company: PLAZA

Director: Paul Middleditch

Producer/EP: Peter Masterton

Cinematographer: Daniel Ardilley

Editor: Stu Morley – The Editors

Colorist: Ben Eagleton

Post Production and VFX: Fin Design


Sound Post Production: Song Zu

Sound Designer: Simon Kane

Music Composition: Haydn Walker, Lance Gurisik

Executive Producer: Katrina Aquilia

Music: Level Two music (Run to Paradise – Choir Boys)

Post and VFX: Fin Design, Effects

Head of Visual Effects/EP : Alastair Stephen

VFX Supervisors: Mikey Brown, Mikey Smith

Producer: Isabelle Howarth


Media Agency: UM

Strategist: Charlotte Berry

Connections Designer Director: Jonny Day

Client Director: Hayley Pyper

Senior Partnerships Manager: Jenny Lam

Partnerships Manager: Bridgette Roche

Partnerships Trader: Bernadette Banasik

Partnerships Executive: Andrew Hales


PR Agency: one green bean


Client: MLA

Chief Marketing Officer: Lisa Sharp

Domestic Market Manager: Graeme Yardy

Brand Manager: Anna Sharp

Genres: People, Storytelling, Drama

Categories: Food, Meat & Fish

The Monkeys, Tue, 28 Jan 2020 01:38:25 GMT