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:
|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
Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]
TPG Telecom has announced it will hold a creative pitch to further develop the Vodafone brand here in Australia. Last year’s merger between Vodafone and TPG brought together a family of brands under the TPG Telecom group, with the creative shift to position Vodafone for the future. While Vodafone’s long-standing relationship with WPP will continue, […]
Following 18 months of intermittent lockdowns across Australia, shopping centre giant Westfield is launching a new service that will tap into the ecommerce boom. The new service, named Westfield Direct, will take on the likes of Australia Post by providing shipping directly to customers. Shoppers will also be able to select items from an online […]
SBS has been recognised as one of Australia and New Zealand’s Most Innovative Companies, in the prestigious annual list published by the Australian Financial Review and Boss Magazine, from over 700 nominated organisations. Ranked third on the Media and Marketing list, SBS was the only media company to make the list, recognised for its growing and evolving multilingual digital services, exemplifying SBS’s innovative culture and strategy. SBS provides multiplatform services in more than […]
Twitter has confirmed it is experimenting with a new ad format which will see ads placed within conversation threads for the first time. The company’s Revenue Product Lead Bruce Falck made the announcement on Thursday. “Starting today, we’re trying something different and testing a new ad format in Tweet conversations,” he posted on Twitter. “If […]
In exciting news today, Mushroom Group is thrilled to announce much lauded Aussie music program The Sound will return to the ABC this November! Celebrating some of our best musical talents since its launch in 2020, The Sound Season 3 will debut on Sunday 7 November at 5.30pm (local time). Viewers can watch The Sound on ABC TV each Sunday afternoon or catch up with the latest episodes via ABC iview. Across Season […]
Strategic design and innovation company AKQA has received the top industry ranking in the 2021 AFR Boss Most Innovative Companies List. This is the third consecutive year the company has been acknowledged by the AFR for its commitment to innovation in the media and marketing category. The Most Innovative Companies Awards were presented via a […]
National news brand, The Australian, has launched a new podcast from Hedley Thomas, Shandee’s Story. Shandee’s Story is the culmination of six months’ work by Thomas, the award-winning investigative journalist behind The Teacher’s Pet and The Night Driver podcasts. The podcast investigates a harrowing cold case. Shandee Blackburn was left to die after a frenzied knife attack as she walked […]
Greater Bank has won a Silver Award at the 2021 Step Two Intranet & Digital Workplace Awards with its Intranet Built on the Elcom Digital Employee Experience Platform. The global awards recognise outstanding contributions to the fields of intranets and digital workplaces, honouring remarkable solutions that deliver business value to their organisations and then share […]
Two new research reports have revealed key drivers for ‘commerce content’ and the massive revenue opportunity it presents for digital publishers and brands. Published by independent media organisations, commerce content allows readers to understand the goods and services promoted by an editorial team. It’s now a major part of the partnership ecosystem, and a way […]