Summer campaign for Australian Lamb plays on historic state divides

A new integrated campaign for Australian Lamb has launched today. The advert, created by The Monkeys, reflects on 2020  as a pivotal time in our history where, for the first time, Australia was physically divided due to the pandemic.  

The longform advert created for Meat and Livestock Australia looks forward to an imagined dystopian future where the division between states has escalated to new heights. In the year 2031, a  once united nation is divided by a great wall, towering over every state border. In the playful video a great unification of Australia is sparked by the scent of cooking lamb through cracks in the wall. 

The video is directed by Ariel Martin is playful and seeks to demonstrate the Aussie spirit. The ad launched across free to air and subscription TV nationally last night and will be pushed out across digital, social and retail OOH channels by UM, with one green bean driving coverage for the campaign across earned media and owned social.  

In testing times, it’s easy to forget we still live in the greatest country in the world. Border closures have challenged our Aussie spirit with our nation feeling more separated than ever. Thankfully, nothing a little optimism, good natured fun and a unifying lamb cutlet can’t fix,” says Vince Lagana, the executive creative director at The Monkeys.

Jasmine Giuliani
BY Jasmine Giuliani ON 11 January 2021
Jasmine Giuliani is the Editor of MarketingMag