Oz Premiers, PM Share Lamb Chops In Berlin Wall Art Parody, Via The Monkeys

Oz Premiers, PM Share Lamb Chops In Berlin Wall Art Parody, Via The Monkeys
B&T Magazine
Edited by B&T Magazine
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As border closures dominate the headlines and premiers go head-to-head, a new OOH activation by Australian Lamb shows state leaders tucking into lamb chops in a series of “light-hearted” murals.

The concept, created by The Monkeys and illustrated by Nigel Buchanan, is a parody of ‘the kiss’, the famous Berlin Wall mural.

Source: Wikimedia Commons/Gorgalore. ‘Berlin Wall kissing’ is licensed under CC BY-SA 3.0

Displayed on billboard trucks around the country, from cities to iconic border locations, the murals show illustrated depictions of Australian premiers settling their differences by coming together and tucking into a lamb cutlet.

From Tweed Heads to Albury-Wodonga, Canberra to Perth, the murals are journeying around Australia and border locations from Thursday, 21 January to Saturday, 23 January, and will be in Sydney, Melbourne and Brisbane on Monday, 25 January.

“During 2020, for the first time in history, some Australian states closed their borders, separating families and loved ones, causing confusion, and highlighting some simmering political tensions,” Graeme Yardy, domestic market manager at Meat & Livestock Australia, claimed.

“As the brand that stands for unity, we thought it only appropriate to bring our leaders back together, in the most delicious way possible, with a juicy tender BBQ lamb cutlet.

“Our hope is that Australians will see these murals as a fun symbol of our country, doing what it does best, putting its differences aside and working together to overcome adversity.”

The activity comes after Australian Lamb recently launched its summer ad, also created by The Monkeys.

The new film broke down state borders and brought the nation together over a summer lamb barbie, reflecting on 2020 as a pivotal time in our history where Australia was physically divided due to the pandemic.

The Monkeys executive creative director Vince Lagana said: “Depicting our leaders coming together over a lamb cutlet perfectly complements the wider ‘Make lamb, not walls’ campaign.

“Most of the murals are positioned near state borders as we continue to unite the nation through some much needed light-hearted humour the way only Australian Lamb can.”

The mural activation launched today with support from UM and OOH company Hyped Media.

The activation will be supported by one green bean to drive coverage for the campaign across earned media and owned social.

The premier murals will be journeying around Australia at the below locations and times:

State Location Date Mural
Vic/SA border Portland Nelson Rd/Glenelg River Rd Thu, 21 Jan to Sat, 23 Jan Dan and Steven
Qld/NSW border Tweed Heads & Coolangatta Thu, 21 Jan to Sat, 23 Jan Gladys and Annastacia
NSW/Vic border Albury–Wodonga Thu, 21 Jan to Sat, 23 Jan Gladys and Dan
NSW/ACT border Canberra Thu, 21 Jan to Sat, 23 Jan Sco Mo and Mark
WA Perth CBD Thu, 21 Jan to Sat, 23 Jan Sco Mo and Mark
Qld Brisbane CBD Thu, 21 Jan to Sat, 23 Jan Gladys and Annastacia
NSW Sydney CBD Mon, 25 Jan Gladys and Annastacia
Vic Melbourne CBD Mon, 25 Jan Dan and Steven
Qld Brisbane CBD Mon, 25 Jan Gladys and Annastacia

 

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, part of Accenture Interactive

Group 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, Joash Tham & Jonathan Rands

Business strategy director: Kit Lansdell

Business director: Topher Jones

Content director: Fizzy Keeble

Senior content manager: Ruth Peck

Head of production: Penny Brown

Producer: Will Haslingden

Design lead: James Halliday

Senior Designer: Laura Ives

OOH illustrations by The Jacky Winter Group

OOH illustrator: Nigel Buchanan

OOH company – Hyped Media

Media agency – UM

Connections strategist: Georgina Parchert

Connections Design Director: Jonny Day

Client director: Hayley Pyper

Senior partnerships manager: Jenny Lam

partnerships executive: Joshua Coles

PR agency – one green bean

 

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