Meat & Livestock Australia (MLA) has released its highly anticipated summer campaign, urging Australians to look up from their screens and share the lamb.
The integrated campaign, created by The Monkeys, part of Accenture Interactive, kicks off with a longform tech thriller directed by Plaza’s Paul Middleditch.
‘Lambalytica’ sets out to remind a tech-obsessed nation of real life connection and reunite Australians who have been distracted by their phones, screens and social, over delicious Aussie lamb.
The ad shows an "elite" team infiltrating people’s devices to bring them together face-to-face.
“As a brand, Australian lamb is famous for unity," MLA domestic market manager Graeme Yardy says.
"In this digital age, we wanted to use the power of lamb to disrupt social media, peel people away from their screens and get them together over a tasty lamb meal.”
From a couple who spend more time looking at their phones than each other, to a teenage gamer glued to the TV, Lambalytica taps into the phones of unsuspecting Aussies and unites them over an epic lamb barbie off-screen.
“The ongoing conversations surrounding social media platforms and privacy have made us even more aware of the influence our devices have on us daily," The Monkeys executive creative director Vince Lagana says.
"We wanted to flip that on its head in true lamb fashion. So in this campaign, Lambalytica taps into the very devices that keep us apart to bring Aussies together for the ultimate social feed – a lamb barbie.”
The ad has aired on free-to-air television and Foxtel.
It will be pushed out across digital, social media and radio.
One Green Bean will drive coverage for the campaign across earned media and owned social with UM coordinating radio media partner Southern Cross Austereo (SCA), who will support the campaign across multiple channels.
The partnership with SCA and Hit Network’s Carrie and Tommy will bring this campaign to life on-air.
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