Australia Looks To Reunite With the Rest of the World Inspired by Aussie Lamb

Australian Lamb has launched its annual summer campaign that celebrates “fortress Australia” reuniting with the rest of the world after years of isolation.

The three-minute film done in partnership with The Monkeys and directed by Al Morrow from Rabbit, follows a world explorer and his protégé as they rediscover that yes, there’s a whole world outside of Australia. First off, there is China – discovered via a “Made in China” tag on a stuffed animal. The political digs and jokes continue from there.


“It’s been another truly bizarre year in Australia where it feels like everything and nothing has happened simultaneously,” said Scott Dettrick, creative director at The Monkeys.

“We’ve been exploring our own backyard and generally being introspective but as 2022 begins we are finally turning our attention towards reconnecting with the rest of the world. We’ve worked long and hard to put Australia on the map and we don’t want to become ‘the lost country of the pacific’. What better way to reunite with the rest of the world than luring everyone over to ours for a Lamb barbie.”

Graeme Yardy, domestic market manager at MLA, added: “In 2020, we were all about breaking down state borders, but this year we’re ready to finally open back up to the rest of the world, and what better way to issue the invite than with tasty Australian Lamb.”



Client – Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Campaign Consultant: David Rebetzke
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
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Creative team: Emmalie Narathipakorn and Seamus McAlary
Head of Production: Penny Brown
Senior Producer: Katie Bassett
OOH Producer: Alex Watson
Business Strategy Director: Kit Lansdell
Business Lead: Topher Jones
Senior Business Director: Fizzy Keeble
Senior Business Manager: Mitchell Bevan
Design Lead: James Halliday

Production Company: Rabbit Content
Director: Al Morrow
Executive Producer: Lucas Jenner
Associate Executive Producer: Marcus Butler
DOP: James L Brown
Production Design: Elisa Baker
Casting: Peta Einberg
Edit House: The Editors
Editors: Mark Burnett and Grace O’Connell
VFX: White Chocolate
Colourist: Matt Fezz
Music & Sound by Song Zu
Composer: Haydn Walker
Sound Designer: Simon Kane
Producer: Katrina Aquilia

Media agency – UM
Hayley Pyper – Senior Client Director
Laura Ellis – Client Director
Shannen Clout – Senior Trading Manager
Joshua Coles – Partnerships Trader
Cameron Roberts – Strategy Director
Maddison Thompson – Strategist
Monique Chirgwin – Integrated Planning Director
Andrew Harris – Senior Integrated Planner

PR Agency – One Green Bean

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