Aussie lamb hopes to get past the meat and greet with The Monkeys’ campaign recipe
Australian Lamb has launched its summer ad, celebrating Australia reuniting with the rest of the world after years of isolation.
The new ad features hidden jokes, political digs and of course, lamb, but it may have its work cut out for itself amid the latest Novak Djokovic controversy where in some countries Australia is perceived as a bit of a lamb chop.
The ad created by The Monkeys part of Accenture Interactive, follows a world explorer and their protégé, as they rediscover there’s a whole world outside “fortress Australia”.
Inspired by Aussie lamb, the duo cooks up a plan to get Australia back on the international map.
Lambassador Sam Kekovich is the architect for a full-scale national lamb rollout, a scheme that enlists Aussies around the country to spark up BBQs, sending out a huge cutlet shaped smoke signal to the rest of the world.
Graeme Yardy, domestic market manager at MLA says, “Each year the ‘Share the Lamb’ brand gives us a great opportunity to show how the unmistakable flavour and aroma of Lamb brings Aussies together, even through the toughest of times. 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.”
Creative director at The Monkeys, Scott Dettrick says, “It’s been another truly bizarre year in Australia where it feels like everything and nothing has happened simultaneously. 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.”
Credits:
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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topics
Accenture Interactive
Australian Lamb
Graeme Yardy
MLA
One Green Bean
Sam Kekovich
Scott Dettrick
The Monkeys
UM
Very funny. One of the best in years
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Way too long, way too boring.. feels very dull ABC’ish.
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Let’s burn lamb to create a giant smoke cloud that gets the world’s attention, like the 2020 bushfires did.
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