The MLA’s highly-anticipated lamb ad has arrived with a poignant message about social media (and lamb chops).
The integrated campaign, once again created by The Monkeys, kicks off with a long form tech thriller directed by Plaza’s Paul Middleditch and sets out to remind a tech- obsessed nation of real life connection and reunite Aussies, distracted by their phones, screens and social, over delicious Aussie Lamb.
In the ‘Lambalytica’ ad we see an elite team infiltrating people’s devices to bring them together face-to-face. From a couple who spend more time looking at their phones than each other, to a teenage gamer glued to the TV, ‘Lambalytica’ taps into the phones of unsuspecting Aussies and unites them over an barbie off-screen.
Graeme Yardy, domestic market manager at MLA commented: “As a brand, Australian Lamb is famous for unity. In this digital age, we wanted to use the power of lamb to disrupt social media, peel people away from their screens and get them together over a tasty lamb meal.
The ad aired last night on FTA and Foxtel and will be pushed out across digital, social media and radio. one green bean will drive coverage for the campaign across earned media and owned social with UM coordinating radio media partner SCA, who will support the campaign across multiple channels, encouraging Aussies to get together and cook some tasty lamb.
The partnership with SCA and Hit Network’s Carrie and Tommy will bring this campaign to life on-air, culminating in an epic event which reunites people over Aussie lamb.
MLA – Chief Marketing Officer: Lisa Sharp
MLA – Domestic Market Manager: Graeme Yardy MLA – Brand Manager: Anna Sharp
Creative Agency – The Monkeys, part of Accenture Interactive Group Chief Creative Officer and Co-Founder: Scott Nowell Executive Creative Director: Vince Lagana
Creative Director: Scott Dettrick
Creative team: Danny Pattison & Barnaby Packham Head of Planning: Michael Hogg
Group CEO and Co-Founder: Mark Green Managing Director: Matt Michael
Group Content Director: Ciaran Miller-Stubbs Content Director: Victoria Zourkas
Content Manager: Will Davies
National Head of Production/Senior Producer: Romanca Mundrea Producer: Cathryn Cooper
Production Company: Plaza Films Director: Paul Middleditch Producer/EP: Peter Masterton Cinematographer: Daniel Ardilley Editor: Stu Morley – The Editors Colorist: Ben Eagleton
Post Production & VFX: Fin Design
Sound Post Production: Song Zu Sound Designer: Simon Kane Music: Ramesh Sathiah
Executive Producer: Katrina Aquilia
Level Two music
Run to Paradise – Choir Boys
Post & VFX: Fin Design & Effects
Head of Visual Effects / EP : Alastair Stephen VFX Supervisors: Mikey Brown & Mikey Smith Producer: Isabelle Howarth
Media Agency – UM
Charlotte Berry: Strategist
Jonny Day: Connections Designer Director Hayley Pyper: Client Director
Jenny Lam: Senior Partnerships Manager Bridgette Roche: Partnerships Manager Bernadette Banasik: Partnerships Trader Andrew Hales: Partnerships Executive
PR Agency – one green bean