Wake The Town
Stuck in Motion
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

MLA Unites Australia after Divided Year in New Summer Lamb Campaign via the Monkeys


Building on the ‘Share the Lamb’ brand platform, the integrated campaign 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

MLA Unites Australia after Divided Year in New Summer Lamb Campaign via the Monkeys

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, developed by The Monkeys, part of Accenture Interactive.

The long form advert directed by Ariel Martin from AIRBAG, takes viewers 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.

In the film, viewers 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, said: “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.”

“In testing times, it's easy to forget we still live in the greatest country in the world." added Vince Lagana, executive creative director, The Monkeys. "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.

Scott Dettrick, creative director, The Monkeys, concluded: “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.”

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Genres: Storytelling

Categories: Meat & Fish, Food

The Monkeys, Sun, 10 Jan 2021 23:13:10 GMT