Controversy. It’s serving MLA well.
Its ads by The Monkeys invariably make the news headlines. And MLA’s newest campaign which shows lamb uniting Australians, is sure to divide some as its predecessors have done. It’s perhaps the best yet in The Monkeys’ series of provocative MLA ads that keep lamb in the hearts and minds of Australians.
While last year’s spring lamb campaign showed everyday Australians of different backgrounds and sexual orientations coming together for a lamb barbecue, the upcoming spring lamb commercial shows the world’s various gods, goddesses and prophets – representing Australians of all backgrounds, religious beliefs and dietary requirements – coming together to enjoy the meat “we can all eat”.
And sharing religious gags.
Andrew Howie, group marketing manager at MLA noted, “Since the late 1980s, lamb has proved itself as the meat that brings people together. More recently, under the banner of You Never Lamb Alone, we have continued to push the creative boundaries. In this latest campaign we are showing no matter your beliefs, background or persuasion, the one thing we can all come together and unite over is lamb.”
Scott Nowell, chief creative officer at The Monkeys added, “It’s a reality of modern Australia that people of all faiths and backgrounds can get along around a table, coming together to celebrate what unites us as a nation. And, lamb lovers have taught us that we should try to do it more often.”
This year’s spring lamb campaign includes a long form film and 30 second TVC, an integrated media strategy, social amplification, OOH, a digital media partnership and PR.
Creative connections agency, UM, has created the campaign’s broadcast strategy to cover TV, online video and social, plus product focused messaging across small format transit OOH and location-based mobile.
MLA will also inspire young Aussies to cook through a partnership with Pedestrian Group that includes content, simple recipe inspiration and a competition.
PR’s earned media activity will include research exploring the modern-day Australian dinner party, an intimate media event hosted by chef, Thi Le, at Anchovy in Melbourne, and new recipes to inspire the nation to cook with Lamb.
Group Marketing Manager: Andrew Howie
Brand Manager – Lamb: Matthew Dwyer
Advertising Agency: The Monkeys
Chief Creative Officer & Co-founder: Scott Nowell
Creative Director: Scott Dettrick
Creative team: Tim Pashen & Scott Zuliani
Head of planning: Michael Hogg
Planner: Charlotte Marshall
Head of production: Thea Carone
Senior Producer: Jade Rodriguez
Managing Director: Matt Michael
Group Content Director: Humphrey Taylor
Senior Content Director: Katie Wong-Hee
Content Manager: Victoria Zourkas
Production Company: Revolver
Director: Steve Rogers
DOP: Peter James
Executive Producer: Pip Smart
Editing: Pete Sciberras @ Arc
Post production & VFX: Fin
VFX Supervisors: Justin Bromley & Richard Betts
Sound: Simon Kane @ Song Zu
Media Agency: UM
Client Group Director: Mike Worden
Senior Client Director: Ed Passerotti
Client Manager: Jacqui Ollevou
Strategy Director: David Toussaint
Senior Connections Designer: Ashleigh Vogel
Partnerships Director: Simon Turner
Partnerships Manager: Jessica Ngu
Partnership Trader: Emily Ng
PR Agency: One Green Bean