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
Suzzanne Laidlaw (pictured below) is an internationally accredited business coach, global leader in business planning and author of the new book, “What’s Your Plan?”. In this guest post, Laidlaw argues that examining your competitors might be just as important for post COVID-19 success as examining your own… The industries around you are always changing, new […]
SBS has appointed George Savvides AM as the new SBS Chair, as announced by the Minister for Communications, Cyber Safety and the Arts for Communications, Paul Fletcher MP, today. SBS Managing Director, James Taylor; said: “On behalf of the Board and SBS, I’d like to congratulate George on his appointment. Since being appointed as Deputy […]
Tasmania’s Hobart-based Mercury has decided to rearrange the Australian map by moving itself onto the mainland and pushing Victoria off. As Victoria’s rise in COVID-19 cases continues, the Tassie newspaper decided to take matters into its own hands and physically banish the state, placing Tasmania between South Australia and NSW instead. Rivalry between Australian states […]
QUT’s long-term partner BCM has developed brand and student recruitment campaigns for the university for the past 19 years, featuring real student stories about their QUT experiences and real-world success as graduates. But what makes this year different? To reflect QUT’s vision for 2020, BCM has revisited the ‘classic’ QUT graduate success story formula, but […]
To coincide with the launch of Seven’s Big Brother, creative performance company Kargo has announced the findings of its launch campaign for the program, utilizing the advertising industry’s only mobile, 100% share of voice Branded Takeover solution. Working with a variety of publishers, Channel 7 harnessed Kargo’s Branded Takeover campaign during promotion for the new […]