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.

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