Meat & Livestock Australia - Celebrate Australia

 

 

 

 

“Is the new lamb ad the solution to Australia Day?” The Daily Telegraph

“A politically charged lamb campaign.” The Guardian

“The most important piece of Aussie advertising in a very long time” Mumbrella

“A subtle message to change the dang date” Pedestrian

 

 

THE FIRST-EVER UNITED NATIONAL CELEBRATION

Meat and Livestock Australia has spent years creating Lamb ads around Australia Day. In fact, they have become much anticipated. However, our national day has become increasingly divisive, since for Aboriginal Australians it marks the arrival of Europeans. It’s one of our country’s biggest and most decisive issues today. So, we decided to use our visibility around Australia Day to start a national conversation around a united celebration for all Australians.

RESULTS

8.9+ million views (from AUS pop. of 24 million)

#1 trending video on YouTube Australia

#11 most emotional ad in the world 2017 (FeelMore50 Global survey)

305, 267, 021 Opportunities to See

22.7% sales increase