In Australia, as border closures dominate the headlines and premiers go head to head, there’s only one thing that can keep the peace. Tender, juicy, perfect lamb. A new OOH activation by Australian Lamb shows just that as rivals come together over one of Australia’s favorite meats.
The fun concept, reminiscent of the both loved and hated Benneton world leaders kissing campaign a decade ago, was created by The Monkeys, illustrated by Nigel Buchanan, and serves as a parody of ‘the kiss’, the famous Berlin walls mural.
Displayed on billboard trucks around the country, from cities to iconic border locations, the murals show illustrated depictions of our premiers settling their differences by coming together and tucking into a delicious lamb cutlet.
The OOH campaign follows a terrific short film which established Australian lamb as a cure to conflict and really all of our problems. We don’t disagree.
From Tweed Heads to Albury-Wodonga, Canberra to Perth, the murals are journeying around Australia and border locations from Thursday 21 – 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,” said Graeme Yardy, Domestic Market Manager at MLA.
“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 short film in which lamb saves the world can also be viewed below.
“Depicting our leaders coming together over a lamb cutlet perfectly complements the wider “Make lamb, not walls’ campaign,” said Executive Creative Director at The Monkeys, Vince Lagana. “Most of the murals are positioned near state borders as we continue to unite the nation through some much needed light-hearted humor 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.
Head online to find out more about the summer lamb campaign at www.australianlamb.com.au.
The premier murals will be journeying around Australia at the below locations and times.
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 & Jonathan Rands
Senior Creative: Joash Tham
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
Georgina Parchert – Connections Strategist Jonny Day – Connections Design Director Hayley Pyper – Client Director
Jenny Lam – Senior Partnerships Manager Joshua Coles – Partnerships Executive
PR Agency – one green bean
We never share your info, we only share ours.