Aussies break down massive walls in the name of lamb BBQ in blockbuster Australia Day ad

Meat and Livestock Australia ad from The Monkeys reflects on the borders between states during the pandemic (and other barriers of note)

Published On
Jan 13, 2021

Editor's Pick

This blockbuster Australia Day ad from Meat and Livestock Australia imagines a Dystopian world in a decade's time, when enormous concrete walls divide the country's different states. 

Set in 2031, the humorous spot actually reflects something of what really happened in 2020, when the country had to introduce hard borders between the states due to the pandemic. There are also not-so-subtle nods to Trumpian walls and to the fall of the Berlin Wall as the ad imagines what happens when a man gets a whiff of barbecued lamb from the other side of a massive barrier.

Suddenly, however, lovers are reunited, people get a glimpse of the identical neighbors they've never seen and everyone, from rugby players to Sydney hipsters and Tasmanian refugees, unite over their love of lamb. That is, except Prime Minister Scott Morrison, who's missed it all by being in Hawaii (a reference to his headline-grabbing vacation during last year's bush fires).  Ultimately, the country is united once again, and the endline reads, "Share the lamb."

Ariel Martin at Airbag directed the spot, created by Accenture-owned agency The Monkeys. “The last year has been so surreal that as a country we have come to accept that anything is possible," says the agency's Creative Director Scott Dettrick. "The idea of virtual borders becoming real ones in the near future feels more real than it probably should. The start of 2021 is a great time for us to reflect and bring people back together over some lamb wherever possible."


Jan 13, 2021
Client :
Meat and Livestock Australia
Agency :
The Monkeys
General Manager Marketing and Insights :
Nathan Low
Domestic Market Manager :
Graeme Yardy
Brand Manager :
Anna Sharp
Assistant Brand Manager :
Krystina Batt
Group CEO and Co-Founder :
Mark Green
Managing Director :
Matt Michael
Group Chief Creative Officer and Co-Founder :
Scott Nowell
Executive Creative Director :
Vince Lagana
Creative Director :
Scott Dettrick
Creative Team :
Harry Boothman
Creative Team :
Joash Tham
Art Director OOH :
Jonathan Rands
Business Strategy Director :
Kit Lansdell
Group Content Director :
Ciaran Miller-Stubbs
Content Director :
Fizzy Keeble
Senior Content Manager :
Ruth Peck
Senior Producer :
Christina Wilmot
Senior Producer :
Penny Brown
Producer OOH :
Will Haslingden
Design Lead :
James Halliday
Senior Designer :
Laura Ives
Production Company :
Director :
Ariel Martin
Executive Producer :
Alex Tizzard
Producer :
Megan Ayers
Managing Partner :
Adrian Bosich
Lachlan Milne
Edit House :
Arc Edit
Editor :
David Whittaker
Editor :
Lucas Baynes
Grade :
Fergus Rotherham
Conform :
White Chocolate
Music & Sound :
Song Zu
Composer :
Haydn Walker
Sound Designer :
Simon Kane
Producer :
Katrina Aquilia
Media Agency :
Connections Strategist :
Georgina Parchert
Connections Design Director :
Jonny Day
Client Director :
Hayley Pyper
Senior Partnerships Manager :
Jenny Lam
Partnerships Executive :
Joshua Coles
PR Agency :
One Green Bean

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