"...silencing the comments sections with Australian Lamb is the brand at its fearless, topical, irreverent best."
Australian Lamb is back, and this year the summer campaign is skewering the online comments dividing our nation.
Created by Droga5 ANZ, part of Accenture Song, and directed by Max Barden from The Sweetshop, the film was created with 100% real Australian comments sourced from online platforms including Instagram, TikTok, Reddit, Facebook and YouTube.
At a time when it feels like everything is dividing the nation, from an innocuous cuppa to a jacked Artificial Intelligence Kochie, a lamb BBQ hopes to remind Australians that we’re a kinder more united country when we get out of the comments and into the cutlets.
The first campaign to be released by Droga5 ANZ, the ad is accompanied by a bespoke 15” and OOH campaign that uses real comments about the ad, both good and bad, to drive people to watch the full film online.
The ad premieres during the evening news of Seven and Nine on January 7, followed by a national media campaign rolled out by UM across BVOD, SVOD, YouTube, cinema, paid social and retail OOH, and One Green Bean driving reach across earned media and owned social.
Meat and Livestock Australia (MLA) general manager for marketing and insights Nathan Low said when you delve into the world of online commentary, it would leave you thinking Australians are at each other’s throats, no matter how trivial the topic.
"But in real life, Aussies don’t treat each other like that," he said.
"The Summer Lamb campaign is an irreverent reminder that Australians are always at our best when we’re united, and there’s no better way to bring everyone together than over an epic Aussie lamb BBQ."
Droga5 Australia chief creative officer Tara Ford hopes the campaign will get people talking.
"The online world has been dividing the real world more than ever, so silencing the comments sections with Australian Lamb is the brand at its fearless, topical, irreverent best," she said.
"Hopefully it gets people commenting in person over a cutlet or two."
Credits:
Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Strategic Marketing Operations Manager: Jeffrey Ng
Brand Manager – Lamb: Derek Lau
Creative Agency: Droga5 ANZ, part of Accenture Song
Production Company: The Sweetshop
Director: Max Barden
Editor: Joe Morris
Finish: Alt VFX
Audio Production & Music Supervision: Massive Music
Sound Designer: Simon Kane
Music Composition: Massive Music
Media Agency: UM
PR and Social Agency: One Green Bean
Social Listening: Kinesso
