MLA – New Australia-Land

Film, Outdoor, Social

New Australia-Land

Australian Lamb has always been about uniting people. So, in 2019 when Australia lost their way – cheating at sport, 5 Prime Ministers in 5 years, and anger over Australia Day being the same date Britain invaded – we had a provocative idea.

We launched an integrated campaign inviting our friendly rivals, New Zealand, to join us over Lamb, and form a new nation ‘New Australia-Land’ as they were doing ‘Australia’ better than Australia. Russell Crowe, Jacinda Arden, 2 airlines and Tourism New Zealand all got behind the campaign, achieving 330m+ earned media impressions in a country of 24m people.

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