Meat & Livestock Australia (MLA) has launched a new out-of-home (OOH) activation that sees state leaders unite over some delicious Australian lamb in a series of light-hearted murals.
The concept, created by The Monkeys, part of Accenture Interactive, and illustrated by Nigel Buchanan, is a parody of ‘the kiss’, the famous Berlin walls mural and comes as border closures dominate the headlines and premiers go head to head.
Displayed on billboard trucks around the country, from cities to iconic border locations, the murals show illustrated depictions of premiers settling their differences by coming together and tucking into a delicious lamb cutlet.
From Tweed Heads to Albury-Wodonga, Canberra to Perth, the murals are journeying around Australia and border locations from Thursday 21 until Saturday January 23, and will be in Sydney, Melbourne and Brisbane on Monday January 25.
“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 market manager Graeme Yardy says.
"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. “
The activity comes after Australian Lamb recently launched its summer ad, also created by The Monkeys.
The new film broke down state borders and brought the nation together over a summer lamb barbie, reflecting on 2020 as a pivotal time in our history where Australia was physically divided due to the pandemic.
“Depicting our leaders coming together over a lamb cutlet perfectly complements the wider 'Make lamb, not walls’ campaign," The Monkey executive creative director Vince Lagana says.
"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.“
The mural activation launched today with support from UM and OOH company, Hyped Media.
The activation will be supported by one green bean to drive coverage for the campaign across earned media and owned social.
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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