This September, Meat & Livestock Australia (MLA) has launched its new Spring Lamb campaign positioning lamb as the meat that doesn’t discriminate. Building on the long established We Love Our Lamb platform, the integrated activity taps into the central role lamb plays in celebrating the face of modern Australia and bringing everyone together, no matter their race, religion, gender, sexual orientation, age or ability.
This message will be spread to all Australians via content, a traditional 30 second TVC, an innovative media approach, social amplification, OOH, a bespoke partnership and PR. The content created by The Monkeys, Sydney, cuts to the chase and addresses the fact that we are a welcoming and inclusive society that loves lamb, by featuring a cast of Aussies from all walks of life, coming together over a lamb barbecue.
Creative Credits:
Ad Agency: The Monkeys
Production: Plaza Films
Country: Australia
Director: Paul Middleditch
Executive Creative Director: Scott Nowell
Creative Director: Grant Rutherford
Copywriter: Tim Pashen
Producer: Abby Hunt
Producer: Caroline David
Producer: Jess Bonney
Senior Art Director: Barbara Humphries
Executive Producer: peter masterton
DoP: Daniel Ardilley
Planning Director: Michael Hogg
Managing Director: Matt Michael
Content Director: Katie Wong-Hee
Content Manager: Victoria Zourkas
Head of Production: Thea Carone
Post production: The Editors
Editor: Peter Whitmore
Colourist: Christine Trodd
Sound: Song Zu
Senior Composer: Haydn Walker Sound Designer: Simon Kane