Be ‘Un-Australian’ and Risk Infinite Cultural Exile From Which You Can Never Return

“The use of “Un-Australian” has got out of control.”


Meat & Livestock Australia


The Monkeys, part of Accenture Song


Australian Lamb has launched a funny new ad film mocking the overuse of the term “un-Australian”. Created by The Monkeys, for Meat & Livestock Australia the casual calling of someone or something as being ‘un-Australian” causes them or it to poof! disappear into infinite cultural exile from which one can never return.

In case you’re wondering, that translates to a lifeless desert with others who have been accused of being un-Australian. The place fills up quite fast.

There are people there who committed egregious acts such as switching off cricket, eating a meat pie with a knife and fork, or not knowing the second verse to Khe Sanh. When Lambassador Sam Kekovich appears in a cloud of smoke while working a BBQ, it’s clear that the “Un-Australian” accusing has gone too far.


The fun, three-minute film was directed by Yianni Warnock from MOFA. Check it out:

Graeme Yardy, Domestic Market Manager at MLA said: “The use of “Un-Australian” has got out of control, everything from putting onions on your sausage sizzle to having a wedding on Grand Final day is on the chopping block. Chances are you’ll be viewed as “Un-Australian” by someone! What makes Australia great is that we celebrate our differences. Lamb is famous for bringing Aussies together, so what better way to cut through this division and help us come together over these collective differences than with a good lamb BBQ.”

Scott Dettrick, Creative Director at The Monkeys added: “We’re in an uncertain time where people are struggling to define what it means to be Australian but, ironically, some find it very easy to define what is Un-Australian. Our campaign explores how we can rethink what it really means to be a modern Australian and, with the help of a Lamb BBQ, come back together as a nation.”



Creative Agency – The Monkeys, part of Accenture Song
Group Chief Creative Officer and Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Head of Innovation: Beth O’Brien
Creative team: Emmalie Narathipakorn and Seamus McAlary
Head of Production: Penny Brown
Post Producer: Elliot Liebermann
Production Coordinator: Emily Coleman

Group CEO and Co-Founder: Mark Green
Managing Director: Matt Michael
Business Strategy Director: Kit Lansdell
Head of Business Management: Topher Jones
Group Business Director: Andy Holmes
Senior Business Manager: Mitchell Bevan

Production Company: MOFA
Director: Yianni Warnock
Executive Producer: Claire Thompson
DoP: Lachlan Milne
Production Design: Sam Lukins
Casting: Citizen Jane
Edit House: Arc Edit
Editor: Phoebe Taylor
Post Executive Producer: Daniel Fry
VFX: Arc – Patrick Campbell, Ian Lewis, Richard Lambert, Chris Betteridge
Colourist: Trish Cahill
Music & Sound: MassiveMusic
Composer: Haydn Walker
Sound Designer: Simon Kane
Producer: Katrina Aquilia

Media Agency – UM
Matt Furlong – Head of Strategy, Sydney
Peter Stewart – Group Director
Laura Ellis – Senior Client Director
Amy Cummings – Senior Creative Connections Director
Callum Wells – Planning Director
Tom Carlon – Trading Director
Michelle Andrews – Senior Planning Manager
Cayley McArthur – Strategist

PR Agency – One Green Bean
Executive Director – Lauren Bailey
Head of Content – Laura Byrne
Business Director – Kirsty McGorty
Account Director – Molly Dodwell
Senior Project Manager – Amy McCann
Senior Account Manager – Natasha Esson
Project Manager – Ruby McCann
Project Executive – Indiah Clarke

Client – Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Brand Manager: Derek Lau


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