Australia’s Summer Lamb campaign via The Monkeys launches, sings unifying message

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LambSideStory_Summer Lamb2.jpgLambSideStory_Summer Lamb1.jpgAustralia: The highly anticipated summer campaign for Australian Lamb via The Monkeys Sydney has launched – singing, dancing and celebrating the one thing all Australians can agree on this summer, lamb.

Building on the long established We Love Our Lamb brand position of unity and inclusivity, the integrated campaign inspires people to put aside their differences, big and small, and come together over lamb.

The campaign launches with the new long-form advert directed by Paul Middleditch, which sees a modern day lamb barbeque get a Broadway musical makeover. With the stage set, Australia’s diverse opinions go head to head, before ultimately showing that lamb is the one thing that brings everyone together.

Says co-founder and Chief Creative Officer at The Monkeys, Scott Nowell: “‘Lamb Side Story’ proves that both extremes of global political views can be fun – there’s nothing like lamb and dancing to bring people with various levels of outrage together.”

LAMB-2018.jpgThe commercial will be pushed out across digital, social, TV and cinema from today, whilst

PR will spread the message across earned media. Media partners, Nova Network, Channel Nine and The Beetoota Advocate will support the campaign across multiple channels, encouraging Australians to put aside their differences and embrace a summer ‘Lambnesty’.

LambSideStory_Summer Lamb_Sam Kekovich.jpgNova Network’s Fitzy & Whippa will spearhead the mission, with listeners offered Lambnesty barbeque boxes, as well as a seat to Australia’s first Lambnesty barbeque where people with differing opinions will unite over the ultimate lamb feast.

Broadcast partner Channel Nine will integrate the campaign into the channel’s news, sport and social platforms, with on air features with TODAY, Nine News Now and the Cricket One Day International series.

LambSideStory_Summer Lamb_You Never Lamb Alone.jpgSays Lisa Sharp, Chief Marketing Officer at MLA: “Lamb as a brand stands for unity and this latest campaign shines a light on what unites us rather than divides us. In true Aussie spirit we are celebrating our nation’s ability to put aside our differences and join together over our love of lamb, the meat that brings everyone to the table.”

In-store, product-focused point-of-sale will deliver lamb barbeque inspiration, focusing on the variety of different cuts and cuisines. While, recipes developed by Head Chef, Chef Darren Robertson at Three Blue Ducks and Rocker, will underpin the campaign by inspiring young Aussies to get cooking with lamb this summer.

Creative Agency – The Monkeys

Executive Creative Director / Partner – Scott Nowell

Creative Director – Scott Dettrick

Art Director – Scott Zuliani

Copywriter – Tim Pashen

Head of Planning – Michael Hogg

Planner – Charlotte Marshall

Head of Production – Thea Carone

Senior Producer – Jade Rodriguez

Group Content Director – Humphrey Taylor

Senior Content Director – Katie Wong-Hee

Content Manager – Victoria Zourkas

Content Executive – Will Davies

Production Company – Plaza Films

Director – Paul Middleditch

Executive Producer – Peter Masterton

Producer – Alex Taussig

DOP – Daniel Ardilli

Post Production – The Editors

Editor – Stu Morley

Music & Sound – Song Zu

Musical Director – Ramesh Sathiah

Composer – Gerard Fitzgerald

Media Agency – UM

Group Director – Mike Worden

Senior Client Director – Tim Rogers

Sydney Strategy Director – Chris Colter

Strategy Director – David Toussaint

Partnerships Manager: – Jessica Ngu

Partnership Trader – Emily Ng

PR Agency – One Green Bean

MLA – Chief Marketing Office – Lisa Sharp

MLA – Brand Manager – Anna Sharp

MLA – Acting Brand Manager- Rebecca Tearle

MLA – Assistant Brand Manager – Jasmin Koch