Accenture Song‘s Droga5 picked up Best CTV and Video Campaign for ‘The Comments Section’ for Meat & Livestock Australia. The yearly Lamb Ad brings Aussies together like no other ad, but this year’s unified approach was unexpected.
By tapping into real Australian comments about divisive topics sourced from Instagram, TikTok, Reddit, Facebook, YouTube, the ad turned the comments around to remind Aussies of what really matters. Responding to the contention of whether the comments were actually real, Matthew Michael and Matt Stafford assured B&T that they were.
Holding up a mirror to the nation itself, the result was a mix of bizarre opinions and absurd one-liners. With seemingly unimportant things dividing the nation, Sam Kekovich appears clutching tongs and manning a barbecue to remind Australians that when we “get out of the comments and into the cutlets,” we’re a kinder, more united country.
The film even ended with a bit of comment baiting: “I hope people post nice comments about this ad”. This encouraged engagement–the positive kind–which pushed the ad up in the algorithm, in turn reaching a wider audience.
But Droga5 didn’t stop there—it flipped traditional media and turned the comments it received on the ad into out of home executions and a bespoke 15-second TVC, driving people from traditional media to social and YouTube.
It became the most-viewed Australian ad by Australians on YouTube–with 21 million views—and boosted lamb sales by 7.7 per cent, the biggest spike in the long-running Lamb Ad’s history.
While the comments section can be a toxic place, this Lamb Ad is a reminder that we’re always at our best when we’re united.
