Australian Lamb Returns to Keep the Peace Once More
We don t actually know if lamb will create peace. But we should at least give it a go.
In Australia, as border closures dominate the headlines and premiers go head to head, there’s only one thing that can keep the peace. Tender, juicy, perfect lamb. A new OOH activation by Australian Lamb shows just that as rivals come together over one of Australia’s favorite meats.
The fun concept, reminiscent of the both loved and hated Benneton world leaders kissing campaign a decade ago, was created by The Monkeys, illustrated by Nigel Buchanan, and serves as a parody of ‘the kiss’, the famous Berlin walls mural.
January 21 2021, 8:00 am | BY Ricki Green | 85 Comments
As border closures dominate the headlines and premiers go head to head, a new OOH activation by Australian Lamb and The Monkeys part of Accenture, unites our state leaders over some delicious Aussie lamb in a series of light-hearted murals.
The concept illustrated by Nigel Buchanan, is a parody of ‘the kiss’, the famous Berlin walls mural. Displayed on billboard trucks around the country, from cities to iconic border locations, the murals show illustrated depictions of our premiers settling their differences by coming together and tucking into a delicious lamb cutlet.
From Tweed Heads to Albury-Wodonga, Canberra to Perth, the murals are journeying around Australia and border locations from Thursday 21 – Saturday 23 January, and will be in Sydney, Melbourne and Brisbane on Monday 25 January.
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.
MLA’s summer campaign: border closures, Morrison’s holiday and lamb reuniting the nation
Border closures are front and centre of the Meat and Livestock Australia (MLA) 2021 summer lamb campaign, but at the heart remains the brand s consistent message of unity. Mumbrella s Zoe Wilkinson chats to domestic marketing manager Graeme Yardy about Christmas lockdowns, tongue-in-cheek humour, and taking a jab at Prime Minister Scott Morrison.
January 11, 2021 11:01
“As soon as we saw it in shot, we just went: ‘Yep. Absolutely. It works,” Meat and Livestock Australia’s (MLA) domestic marketing manager, Graeme Yardy, tells Mumbrella.
A disembodied hand reaches through a sky-high concrete wall, separating Queensland and New South Wales, offering a curious elderly man a simple lamb chop. He leans over it, and takes a bite.
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