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Creative

Feuding State Leaders Share the Lamb in Mural Activation for Australian Lamb

The Monkeys' concept illustrated by Nigel Buchanan is a parody of ‘the kiss’ - the famous Berlin walls mural

Feuding State Leaders Share the Lamb in Mural Activation for Australian Lamb

As border closures dominate the headlines and premiers go head to head, a new OOH activation by Australian Lamb and The Monkeys part of Accenture, unites our state leaders over some delicious Aussie lamb in a series of light-hearted murals.

The concept illustrated by Nigel Buchanan, is a parody of ‘the kiss’, the famous Berlin walls mural. Displayed on billboard trucks around the country, from cities to iconic border locations, the murals show illustrated depictions of our premiers settling their differences by coming together and tucking into a delicious lamb cutlet.

From Tweed Heads to Albury-Wodonga, Canberra to Perth, the murals are journeying around Australia and border locations from Thursday 21st - Saturday 23rd January, and will be in Sydney, Melbourne and Brisbane on Monday 25th January.

Graeme Yardy, domestic market manager at MLA, said: “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 activity comes after Australian Lamb recently launched its summer ad, also created by The Monkeys. The new film broke down state borders and brought the nation together over a summer lamb barbie, reflecting on 2020 as a pivotal time in our history where Australia was physically divided due to the pandemic.

Vince Lagana, executive creative director at The Monkeys, 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 be supported by one green bean to drive coverage for the campaign across earned media and owned social.


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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 and Co-Founder: Mark Green

Managing Director: Matt Michael

Group Chief Creative Officer and Co-Founder: Scott Nowell

Executive Creative Director: Vince Lagana

Creative Director: Scott Dettrick

Creative team: Harry Boothman, Jonathan Rands, Joash Tham

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 by The Jacky Winter Group

OOH Illustrator: Nigel Buchanan

OOH company – Hyped Media
Media agency – UM
Georgina Parchert – Connections Strategist
Jonny Day – Connections Design Director
Hayley Pyper – Client Director
Jenny Lam – Senior Partnerships Manager
Joshua Coles – Partnerships Executive
PR Agency – one green bean

Category: Food , Meat & Fish

Genre: Comedy