MLA summer campaign Part 2: Feuding political leaders share chops

January 21, 2021 9:39

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.

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Zoe Wilkinson

Zoe Wilkinson was a reporter at Mumbrella and the producer of the Mumbrellacast from March 2019 to May 2021.

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