Proudly Un-Australian​

Proudly Un-Australian​

Meat & Livestock Australia


Un-Australian. A word that’s become weaponised and overused to the point of ridiculousness. So how do you unite an increasingly divided country under a shared identity when almost everyone has been labeled Un-Australian? You redefine the word.

Our 2023 summer lamb campaign challenged the nation to re-think what it means to be Australian by showing that it’s our “Un-Australian-ness” that makes us Australian.

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