MLA bridges The Generation Gap in new summer lamb ad

Kalila Welch

January 7, 2024 6:00

Meat & Livestock Australia (MLA) is back on its annual mission to evoke the unifying nostalgia of Australian Lamb, this time skewering the generation gap that seems to divide the nation.

The campaign is created by MLA’s longtime creative partner The Monkeys, part of Accenture Song, with media from UM and PR and social from One Green Bean.

Co-directed by Aimée-Lee Xu Hsien and Trent O’Donnell, who belong respectively to the millennial and gen z camp, the film imagines an impassible chasm that keeps age groups apart – The Generation Gap.

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Kalila Welch

Kalila Welch joined the Mumbrella editorial team in November 2021. She took a brief career break in mid 2023 to complete her Masters of Journalism before returning to Mumbrella for a year.

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