There’s nothing as inviting as self-effacing humour, as Tourism New Zealand has been finding out. So if any Aussies find anything that rankles them in The Monkey’s newest Share The Lamb ad…1. seriously? and 2. let’s shout them down.
In this political parody, Australia sets out to extend the “rosemary sprig” to our neighbours with weird accents and bridge the divide over something everyone can agree on – lamb. The ad takes us back to 1900 when Australia’s first Prime Minister, Edmund Barton, is finalising the Constitution Act and makes New Zealand part of The Commonwealth. This actual historical moment then inspires two modern day Aussie politicians to connect both countries again.
Because, as we all know, New Zealand is doing things a whole lot better than we are right now.
The ad, cleverly conceived by The Monkeys and brilliantly directed by Tim Bullock, launched on free-to-air and subscription TV on Sunday, January 20, and is now running across digital, social and radio, while PR will celebrate the coming together of both nations in earned media. Media partners, Nova Entertainment and Junkee, will support the campaign across various channels, encouraging both nations to unite as New Australia-land.
Graeme Yardy, domestic market manager at MLA, commented, “The good-humoured rivalry between Australia and New Zealand is something that underpins both countries cultures. As a brand, Australian Lamb is famous for settling differences and promoting unity, so we thought it was the perfect opportunity to bring both nations together over some tasty Aussie lamb.”
Vince Lagana, Executive Creative Director at The Monkeys, added, “Lamb has always been about uniting Australians around what makes our country the greatest, but in recent times we seem to have lost our way. Whereas our Kiwi neighbours, under the leadership of Jacinda, are progressing nicely. True to tradition we always claim the best of New Zealand – but this time, with the help of a little lamb chop, we want to go one step further and claim the entire nation to form New Australia-land. Edmund Barton almost made it happen in 1900. In 2019 we want to make it a reality. In this fun natured, tongue-in-cheek campaign everyone wins…except maybe the All Blacks.”
Nova Network’s Fitzy & Wippa will help bring the campaign to life through a series of activations, culminating in an event to celebrate New Australia-land and bring both nations together over a summer lamb lunch. Digital partners, Junkee, will integrate the campaign onto their site by capturing video and editorial content of Aussies and New Zealanders coming together over lamb.
The campaign will be supported with point-of-sale meal inspirations and Trans-Tasman recipes developed by New Zealand born chef, Daniel Wilson, who is a partner in Australia’s Huxtable And Huxtaburger restaurants.
Creative Agency: The Monkeys
Co-founder & Group Chief Creative Officer: Scott Nowell
Executive Creative Director: Vince Lagana
Creative Director: Scott Dettrick
Senior Art Director: Scott Zuliani
Senior Copywriter: Tim Pashen
Copywriter: Pierce Thomson
Head of Planning: Michael Hogg
Connections Strategist: David Toussaint
Head of Production: Thea Carone
Senior Producer: Kaija Wall
Producer: Sally Lankshear
Group Content Director: Ciaran Miller-Stubbs
Content Director: Anna Willis
Senior Content Manager: Victoria Zourkas
Content Manager: Will Davies
Production Company: Scoundrel
Director: Tim Bullock
Adrian Shapiro Producer: Kate Gooden
DOP: Daniel Ardilley
Editor: Adam Wills
Post Production/VFX: Blockhead
Audio Production: Song Zu
Colourist: BE Colour
Media Agency: UM
PR Agency: One Green Bean
Chief Marketing Officer: Lisa Sharp
Domestic Market Manager: Graeme Yardy
Brand Manager: Anna Sharp