MLA summer campaign Part 2: Feuding political leaders share chops
January 21, 2021 9:39
After months of bickering about borders and COVID-19 regulations, Meat and Livestock Australia (MLA) is hoping the humble lamb chop will reunite state premiers in a very intimate way.
Positioned in city CBDs and regional centres close to state borders, out-of-home billboards parodying the famous Berlin Wall mural ‘My God, Help Me to Survive This Deadly Love’ – otherwise known as ‘Fraternal Kiss’ – depict Australia’s political leaders simultaneously taking a bite of some lamb.
NSW Premier Gladys Berejiklian and QLD Premier Annastacia Palaszczuk
The activations continue the narrative set by MLA’s annual summer lamb ad this year, which took inspiration from the hard border closures states have put in place against one another to protect constituents from COVID-19 outbreaks. The film depicts Australians breaking down the walls that separate the states and reuniting with a lamb b
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.