Following the launch of the annual Australian Lamb summer ad, The Lost Country of the Pacific, Aussie Lamb are back to remind the world why Australia, and its delicious lamb, should not be forgotten.
The international billboard campaign ‘Letters to Leaders’, invites leaders around the world, and even WA Premier Mark McGowan, to head back down under for a lamb barbie. The series of humorous messages have launched in major cities around the world and will be in London, New York, Paris, Auckland and Perth until Sunday 30 January.
Tapping into topical events and light-hearted rivalries, the UK billboard takes a subtle dig at the recent cricket score, ‘Hi England, cooking lamb over some ashes if you’re keen?’.
Invites to other world leaders are hoping to crack a smile, with the US message, ‘Hey Joe, BBQ at my place. Love, that ‘fella Down Under’, whilst in France the billboard reads, ‘G’day Manny, Let’s forget the past. BBQ at my place? Kisses, Scotty’.
In New Zealand, the message, ‘Hey Jacinda, BBQ at ours. No need to bring any lamb’. Closer to home, the Perth message comments on the ongoing isolation from our state neighbours, ‘Hey Mark, come visit Australia some time. We’ll fire up the barbie’.
Graeme Yardy, Domestic Market Manager at MLA says: “Now international borders (and nearly all of our state borders) are starting to open up, we wanted to get our Aussie Lamb message of unity out a bit wider this summer. We hope our Letters to Leaders give people a laugh, but also serve as a reminder that Australia is home to the most delicious lamb.”
Client – Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Campaign Consultant: David Rebetzke
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
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Creative team: Emmalie Narathipakorn and Seamus McAlary
Head of Production: Penny Brown
Senior Producer: Katie Bassett
OOH Producer: Alex Watson
Business Strategy Director: Kit Lansdell Business Lead: Topher Jones
Senior Business Director: Fizzy Keeble
Senior Business Manager: Mitchell Bevan
Design Lead: James Halliday
Media agency – UM
Hayley Pyper – Senior Client Director
Laura Ellis – Client Director
Shannen Clout – Senior Trading Manager
Joshua Coles – Partnerships Trader
Cameron Roberts – Strategy Director
Maddison Thompson – Strategist
Monique Chirgwin – Integrated Planning Director
Andrew Harris – Senior Integrated Planner
PR Agency – One Green Bean