The Monkeys Unite Aussie States In Absolutely Glorious Summer Lamb Campaign For MLA
After a year that saw Aussies more physically divided than ever, the summer ad from Australian Lamb comes in a bid to unite the country over some lamb, and laughs, this summer.
Building on the ‘Share the Lamb’ brand platform, the integrated campaign created by The Monkeys, 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.
The long form advert directed by Ariel Martin from AIRBAG, takes us 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,” The Monkeys said in a statement, “but this un-Australian division can’t last forever.”
In the film we 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 barbecue.
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.”
The Monkeys’ executive creative director Vince Lagana said: “In testing times, it’s easy to forget we still live in the greatest country in the world.
“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.
The Monkeys’ creative director, Scott Dettrick, said: “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.”
Credits for the campaign are as follows:
Client: Meat & Livestock Australia
General manager – marketing and insights: Nathan Low
Domestic market manager: Graeme Yardy
Brand manager: Anna Sharp
Assistant brand manager: Krystina Batt
Creative agency: The Monkeys
CEO and co-founder: Mark Green
Managing Director: Matt Michael
Group chief creative officer and co-founder: Scott Nowell
Executive creative director: Vince Lagana
Creative director: Scott Dettrick
Creative team: Harry Boothman and Joash Tham
Art director OOH: Jonathan Rands
Business strategy director: Kit Lansdell
Group content director: Ciaran Miller-Stubbs
Content director: Fizzy Keeble
Senior content manager: Ruth Peck
Senior producers: Christina Wilmot and Penny Brown
Producer OOH: Will Haslingden
Design lead: James Halliday
Senior designer: Laura Ives
Latest News
Former Agency Execs Launch Car Service Summon
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both worked together at Accenture Interactive, before co-founding Reactive a digital agency bought by Accenture in 2016, now they’ve combined their knowledge and expertise to create Summon. Summon offers […]
Hootsuite Shares The Top Social Media Trends Of The Tokyo 2020 Paralympic Games
To honour the fantastic feats of the Australian Paralympians, Hootsuite has revealed the top trending hashtags and social media data of the Paralympics. The top trending hashtag during the Paralympics period, #tokyo2020, received over 38,000 tweets and retweets, amounting to 1.7M+ impressions, while other popular hashtags included #paralympics, #readysettokyo and #paraswimming. According to Hootsuite’s research, […]
Coco-Cola Australia Unveils New Recipe & New Look
Coke rolls out latest new look & new recipe. Despite having a checkered history of rolling out new looks & new recipes.
So Media Group Acquires Social Media Company Carma The Social Chameleon
Perth-based digital media publisher So Media Group has completed the acquisition of fellow Perth-based social media marketing ag
SCA Appoints ABC Executive Melanie Withnall To Head Of News & Information
SCA snares ABC radio veteran Melanie Withnall who brings with her 18 years' experience & an "I Love Ita" coffee mug.
VCCP Business Acquires Sling & Stone To Create $50m Global PR And Communications Group
B&T tried to get "David & Goliath battle" into this Sling & Stone headline; however, it proved not possible in the end.
CHE Proximity, DDB Sydney, TBWA Melbourne And Thinkerbell Melbourne Battle It Out In YouTube Skippys Competition
Some serious agency heavy hitters vying for YouTube's Skippys competition. Hopefully none will be gracious in defeat.
Aussies Can Now Stream The iHeartRadio Music Festival Live
Aussies can now stream the iHeartRadio Music Festival live. Not that it's stopping anyone on a temporary visa either.
We Are Social Launches Insta-Based Cultural Insights Publication, The Feed
Global socially-led creative agency We Are Social has launched The Feed, an editorial Instagram publication tracking digital culture and trends on a global scale.
SOON, Think Tank Giving Insights Into Future Trends, Officially Launches
SOON, a futures think tank focused on human insights, has launched today tracking trends, developments and disruptions across people, products and the planet. Led by internationally renowned futurist, social scientist and trend forecaster Sarah Owen (pictured centre) in partnership with TABOO directors Andrew Mackinnon (right) and James Mackinnon (left), the independently Australian-owned futurist company uncovers […]
Melbourne’s Non-Alcoholic Wine Brand NON SeesInternational Growth Spurt In Just 3 Months
NON is pioneering a whole new category of sommelier-standard 0.0% ABV wine alternatives, manufactured in a completely new way. Despite the lockdown, in 3 months NON has tripled their overseas distribution and begun work on a new NONLab production facility 6 times larger than their current space.
Nina Tsalapatanis And Vince Prochilo Join Orchard In Business Director Roles
B&T asks, is the tedious marketing trope "low-hanging fruit" banned in the Orchard offices?
Deloitte Digital Creative Snares Colenso BBDO’s Dan Wright As Sydney Chief Creative Officer
Deloitte continuing to fish in adland's pool. B&T assumes it's not using worms for bait but rather large pay cheques.
TIME Magazine Reveals 100 Most Influential List, As Harry & Meghan’s “Creepy” Cover Cops A Roasting
TIME unveils its 100 most influential list & mercifully sans any real estate agents, influencers, WAGS or anti-vaxxers.
Experiential Agency GPJ A/NZ Farewells MD Caleb Bush
GPJ MD Caleb Bush announces move to Europe. Has a low-mile 1998 Suzuki Swift on Gumtree if anyone's interested.
New LinkedIn Research Shows Aussies Are Less Hygienic & Have Forgotten How To Banter Due To Working From Home
One notable impact of lockdown has been B&T's desire to cook and then consume an entire roast dinner at 10am.
Aussie TikTok Star & Lockdown Protestor Hospitalised With COVID-19
B&T has gone for "Aussie TikTok star" in this headline. That could've been easily supplanted by "dickhead" or "f@ckwit".
iHeartPodcast Network Australia Launches SAS Australia Debrief Podcast
ARN’s iHeartPodcast Network Australia has announced a new podcast, SAS Australia Debrief hosted by 2020 recruits Merrick Watts and Sabrina Frederick. The podcast is made for anyone that can’t get enough of Aussie celebs putting themselves through the toughest test of their lives on the Seven Network’s hit show SAS Australia. Or anyone that wishes […]
“The Roar Of The Crowd!” How Twitter Is Keeping Sports Fans Close To The Action In 2021
Footy team flop again this season? Well, Twitter now proving the platform for all coach & underperforming player abuse.
Nine’s Upfronts: Here’s What Agency Bosses Had To Say
Sadly, no news of an Ossie Ostrich return, but Nine's annual Upfronts were definitely less bum-numbing than years past.
Wednesday TV Wrap: 10’s Making It Australia Premieres To 474,000 Viewers
B&T enjoyed the Making It Australia premiere last night. Admittedly, we had no compulsion to want to make anything.
Rakuten Advertising Shares Blueprint For Affiliate Marketing
Rakuten Advertising has launched ‘A 5-Stage Blueprint for High-Performance Affiliate Marketing’, designed to educate and inform both advertisers and publishers about the strategic role that the affiliate channel is now playing in marketing strategies. The blueprint is based on input from members of the Rakuten Advertising International Collective (RAIC), comprising affiliate marketing specialists from leading advertisers […]
Study: 42% Of Aussies Say They Don’t Feel Represented By Advertising
Some 42% of Aussies say they don't feel represented by advertising. It was zero per cent for Coles Big Red Hand.
Are Media Highlights The Changing Face Of Beauty In Latest TRENDtalks Series
Are Media research highlights latest beauty trends. Yet no news of the return of the Boy George blush or the fake mole.
Nature Launches New Parental Leave Scheme
Nature unveils impressive parental leave scheme; however, it does carry the caveat of being impregnated first.
EngageTV Launches Metro Connected TV Campaign In Sydney And Melbourne
EngageTV, Australia’s most sophisticated CTV & BVOD service partner, has today launched a Sydney and Melbourne metro Connected TV campaign to help business owners and marketers better understand what can be achieved with CTV.
Buzzfeed Australia Launches Bloom, A Womxn-Focused Vertical
Bloom to cover topics such as sexuality, mental health & relationships. Bad news if you're looking for a sponge recipe.
ARIA Awards Axe Gendered Categories In An Inclusive Move
ARIA Awards announces the end of gendered categories. Which thankfully should shorten the event by a good 40 minutes.
Adland State Of Originality To Return For Nine’s 2022 Origin Series
Nine has announced the return of State of Originality, Australia’s biggest advertising prize, with $1 million again up for grabs to the brand and agency that creates the most original ad in the 2022 State of Origin Series. This year Nine launched State of Originality, challenging Australia’s marketers to help make State of Origin not […]
Nine Uses Upfronts To Reveal Content Slate For 2022
It's all your Nine Upfront news which sadly didn't include an impromptu version of 'New York, New York' by Mike Sneesby.
