Australian Lamb’s summer campaign has launched, this year with long-time Lambassador, Sam Kekovich, centre stage. Kekovich spearheads a humorous mission to reclaim Australia’s happiness crown after discovering that Australia dropped out of the World’s Top 10 Happiest Countries list for the first time ever in March last year (IRL). Now sitting 11th, Kekovich and his team set out to show that the official index doesn’t capture what really makes Australians happy (all informed by data from an official happiness survey of real Australians commissioned by Australian Lamb)….
…that’s hardware store sausage sizzles, unique mammals, being “totally girt by sea”, ducking to the shops in your swimmers…and Australian Lamb, the country’s happiness hero.
The ad premiered on TV during the England vs Aus cricket tea break, followed by a national media campaign rolled out by UM across BVOD, SVOD, YouTube, cinema, paid social and retail OOH, with One Green Bean managing earned media and owned social.
General manager for marketing and insights at MLA, Nathan Low, stated, “We believe the World Happiness Report doesn’t understand the unique cultural nuances that we enjoy about being Australians, so we wanted this campaign to be a playful reminder that we truly are a happy nation – especially when we come together. And nothing brings us together quite like Aussie Lamb.”
Droga5 ANZ Chief Creative Officer, Damon Stapleton, added, “We may not be the happiest country on paper according to the so-called experts, but there are so many things that makes us happy that just aren’t going to fit in a pre-determined form. This year’s campaign is a celebration of Australia’s sense of unity and togetherness, and whether it’s enough to put us back in the top 10 is yet to be seen, but we hope it reminds people of what brings us together.”
Credits:
Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Strategic Marketing Operations Manager: Jeffrey Ng
Brand Manager – Lamb: Derek Lau
Creative Agency: Droga5 ANZ, part of Accenture Song
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Chief Creative Officers: Damon Stapleton & Barbara Humphries
Chief Client Officer: Belinda Drew
Executive Creative Directors: Hugh Gurney & Joe Sibley
Creative Directors: Thomas Gledhill & Lennie Galloway
Senior Copywriter: Liam Jenkins
National Head of Production: Romanca Mundrea
Head of Production: Penny Brown
Producer: Izzy Robertson
Head of Effectiveness: Kit Lansdell
Business Director: Harrison Stone
Business Manager: Matthew Stafford
Designer: Kamron Lyons
Production Company: Good Oil
Director: Dave Wood
Executive Producer & Partner: Sam Long
Producer: Catherine Warner
DOP: Earle Dresner
Production Designer: Jeremy Fuller
Casting: Peta Einberg
Post Production: ARC
Editor: Harrison Carr
Assistant Editor: Liam James
Grade: Ben Eagleton
Online: Jesse Meha
Producer: Cheryn Frost
Archive: Savage Archive
Audio Production: MassiveMusic
Head of Creative Production APAC: Katrina Aquilia
Sound Design: Simon Kane
Music Composition: Haydn Walker
Media Agency: UM
Senior Strategy & Planning Director: Phil Ely
Client Partner: Sharyn Keller
Senior Creative Connections Director: Ann-Maree Mulders
PR, Social and Influencer Agency: one green bean
Managing Partner: Lauren Bailey
Senior Account Director: Molly Dodwell
Account Director: Amy McCann
Senior Account Manager (PR): Alexandra Moy
Account Manager (Influencer): Caoilfhionn Blaney
Account Manager (Social): Sarah Hut
