Seen+Noted: MLA unites Australia after a divided year in new summer lamb campaign via The Monkeys


One for the Aussie expats working in Asia. After a year that’s seen Aussies more physically divided with the country’s state borders than ever, the highly anticipated summer ad from Australian Lamb comes at the perfect time. The campaign, developed by The Monkeys Sydney, aims at uniting the country over some lamb, and laughs, this summer.


Building on the ‘Share the Lamb’ brand platform, the integrated campaign for Meat & Livestock Australia, reflects upon 2020 as a pivotal time in our history where, for the first time, Australia was physically divided due to the pandemic.

The long form advert directed by Ariel Martin from AIRBAG, takes viewers to a not-so-distant future where division between states has escalated to new heights. In the year 2031, a once united nation is divided by a great wall, towering over every state border. It’s a tongue-in-cheek take on what could be if state borders are shut for good, but this un-Australian division can’t last forever.

In the film viewers see the great unification of Australia sparked by the scent of lamb through cracks in the wall. As the hero is overwhelmed by the irresistible aroma and begins smashing at the wall that separates himself from Queensland, a hand appears through the crack holding a perfectly cooked piece of lamb. This beacon of hope triggers Aussies around the country to tear down the Great State Walls and reunite over a delicious lamb BBQ.

Says Graeme Yardy, domestic market manager at MLA: “2020 has been a year that has really tested the Australian spirit. For the first time in our history having hard borders between states has challenged how to stay connected as individuals and as a country. As a brand that celebrates unity and the power of coming together, this year in the ad, we wanted to remind Australians that we are always stronger together. Our hope for 2021 will be that the virtual get togethers of the last 12 months, will be replaced with an Aussie lamb barbie, the most unifying, and delicious meal of all.”

Says Vince Lagana, executive creative director, The Monkeys: “In testing times, it’s easy to forget we still live in the greatest country in the world. Border closures have challenged our Aussie spirit with our nation feeling more separated than ever. Thankfully, nothing a little optimism, good natured fun and a unifying lamb cutlet can’t fix.”

The ad launched across free to air and subscription TV nationally last night and will be pushed out across digital, social and retail OOH channels by UM, with one green bean driving coverage for the campaign across earned media and owned social.

Says Scott Dettrick, creative director, The Monkeys: “The last year has been so surreal that as a country we have come to accept that anything is possible. The idea of virtual borders becoming real ones in the near future feels more real than it probably should. The start of 2021 is a great time for us to reflect and bring people back together over some lamb wherever possible.”

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 & Joash Tham
Art Director OOH: Jonathan Rands
Business Strategy Director: Kit Lansdell
Group Content Director: Ciaran Miller-Stubbs
Content Director: Fizzy Keeble
Senior Content Manager: Ruth Peck
Senior Producers: Christina Wilmot & Penny Brown
Producer OOH: Will Haslingden
Design Lead: James Halliday
Senior Designer: Laura Ives

Production Company: Airbag
Director: Ariel Martin
Executive Producer: Alex Tizzard
Producer: Megan Ayers
Managing Partner: Adrian Bosich
DOP: Lachlan Milne
Edit House: ARC Edit
Editors: David Whittaker & Lucas Baynes
VFX: Airbag
Grade: Fergus Rotherham
Conform: White Chocolate
Music & Sound by Song Zu
Composer: Haydn Walker
Sound Designer: Simon Kane
Producer: Katrina Aquilia
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