After a year that’s seen Aussies more physically divided than ever, this ad from Australian Lamb comes at the perfect time, uniting the country over some lamb, and laughs.
Building on the “Share the Lamb” brand platform, the integrated campaign created by The Monkeys, part of Accenture Interactive, for Meat & Livestock Australia, reflects upon 2020 as a pivotal time in history where, for the first time, Australia was physically divided due to the pandemic. The long-form ad, directed by Ariel Martin from production house Airbag, takes us to a not-so-distant future where division between states has escalated to new heights. In the year 2031, a once united nation is divided by a great wall, towering over every state border. It’s a tongue-in-cheek take on what could be if state borders are shut for good, but this un- Australian division can’t last forever.
In the film we see the great unification of Australia sparked by the scent of lamb through cracks in the wall. As the hero is overwhelmed by the irresistible aroma and begins smashing at the wall that separates himself from Queensland, a hand appears through the crack holding a perfectly cooked piece of lamb. This beacon of hope triggers Aussies around the country to tear down the Great State Walls and reunite over a delicious lamb BBQ.
Vince Lagana, executive creative director at The Monkeys, said, “Border closures have challenged our Aussie spirit with our nation feeling more separated than ever. Thankfully, nothing a little optimism, good natured fun and a unifying lamb cutlet can’t fix.”
