Australia’s state premiers are trading jibes over border closures and Australian newspapers are enjoying having something other than the Australian Open and Trump to feature. What an opportunity for The Monkeys and Australian Lamb to seize the moment and build on their Make Lamb, Not Walls campaign.
The partners have United the bickering pollies over some delicious Aussie lamb in a series of light-hearted murals – parodies of Dmitri Vrubel’s famous The Kiss mural on the Berlin Wall (and a very famous Benetton campaign).
Graeme Yardy, domestic market manager at MLA, explained, “During 2020, for the first time in history, some Australian states closed their borders, separating families and loved ones, causing confusion, and highlighting some simmering political tensions. As the brand that stands for unity, we thought it only appropriate to bring our leaders back together, in the most delicious way possible, with a juicy tender BBQ lamb cutlet. Our hope is that Australians will see these murals as a fun symbol of our country, doing what it does best, putting its differences aside and working together to overcome adversity.”
The Monkeys’ murals were illustrated by Nigel Buchanan and are displayed on billboard trucks around the country, from cities to iconic border locations. They show illustrated depictions of our premiers settling their differences by coming together and tucking into a delicious lamb cutlet.
The Aussie Lamb murals are journeying around Australia from Tweed Heads to Albury-Wodonga, Canberra to Perth and border locations, from Thursday 21 – Saturday 23 January, and will be in Sydney, Melbourne and Brisbane on Monday 25 January.
The Monkeys executive creative director, Vince Lagana, commented, “Depicting our leaders coming together over a lamb cutlet perfectly complements the wider Make Lamb, Not Walls campaign. Most of the murals are positioned near state borders as we continue to unite the nation through some much needed light-hearted humour the way only Australian Lamb can.”
The mural activation launched today with support from UM and OOH company, Hyped Media. The activation will also be supported with PR coverage by one green bean.
Here is where the campaign began:
Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Brand Manager: Anna Sharp
Assistant Brand Manager: Krystina Batt
Creative Agency: The Monkeys, part of Accenture Interactive
Group CEO & Co-Founder: Mark Green
Managing Director: Matt Michael
Group Chief Creative Officer & Co-Founder: Scott Nowell
Executive Creative Director: Vince Lagana
Creative Director: Scott Dettrick
Creative Team: Harry Boothman, Joash Tham & Jonathan Rands
Business Strategy Director: Kit Lansdell
Business Director: Topher Jones
Content Director: Fizzy Keeble
Senior Content Manager: Ruth Peck
Head of Production: Penny Brown
Producer: Will Haslingden
Design Lead: James Halliday
Senior Designer: Laura Ives
OOH Illustrations: Nigel Buchanan @ The Jacky Winter Group
OOH company: Hyped Media
Media agency: UM
PR Agency: one green bean