MLA Campaign Unites Australia After a Divided Year

After a year that’s seen Aussies more physically divided than ever, our summer ad for Australian Lamb comes at the perfect time, 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.