11 January, 2021

The Monkeys Unite Aussie States In Absolutely Glorious Summer Lamb Campaign For MLA

Edited by B&T Magazine

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

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