MLA summer campaign Part 2: Feuding political leaders share chops
After months of bickering about borders and COVID-19 regulations, Meat and Livestock Australia (MLA) is hoping the humble lamb chop will reunite state premiers in a very intimate way.
Positioned in city CBDs and regional centres close to state borders, out-of-home billboards parodying the famous Berlin Wall mural ‘My God, Help Me to Survive This Deadly Love’ – otherwise known as ‘Fraternal Kiss’ – depict Australia’s political leaders simultaneously taking a bite of some lamb.
NSW Premier Gladys Berejiklian and QLD Premier Annastacia Palaszczuk
The activations continue the narrative set by MLA’s annual summer lamb ad this year, which took inspiration from the hard border closures states have put in place against one another to protect constituents from COVID-19 outbreaks. The film depicts Australians breaking down the walls that separate the states and reuniting with a lamb barbecue.
The billboards feature Victorian Premier Daniel Andrews, NSW Premier Gladys Berejiklian, Queensland Premier Annastacia Palaszczuk, South Australian Premier Steven Marshall, West Australian Premier Mark McGowan, and Prime Minister Scott Morrison, paired with one another based on the ongoing political tensions between them.
Mumbrella has contacted each state’s Department of the Premier and Cabinet and the Department of the Prime Minister and Cabinet for comment on the billboards.
SA Premier Steven Marshall and Victorian Premier Daniel Andrews
“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,” MLA domestic marketing manager, Graeme Yardy, said.
“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.”
WA Premier Mark McGowan and Prime Minister Scott Morrison
The activation launched today, through the work of UM and out-of-home company Hyped Media. The campaign comes from The Monkeys, with illustrations from Nigel Buchanan and media support from One Green Bean.
The Monkeys executive creative director, Vince Lagana, said: “Depicting our leaders coming together over a lamb cutlet perfectly complements the wider ‘Make lamb, not walls’ campaign.
“Most of the murals are positioned near state borders as we continue to unite the nation through some much needed light-hearted humour the way only Australian lamb can.”
Vic Premier Daniel Andrews and NSW Premier Gladys Berejiklian
The murals will be journeying throughout Australia at the following locations and dates.
Berlin Wall mural ‘My God, Help Me to Survive This Deadly Love’ serves as the inspiration for the murals
Credits
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
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
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topics
Annastacia Palaszczuk
Daniel Andrews
Gladys Berejiklian
Graeme Yardy
Hyped Media
Mark McGowan
Meat and Livestock Australia
MLA
Nigel Buchanan
prime minister
Scott Morrison
Steven Marshall
The Monkeys
UM
Vince Lagana
