State leaders share lamb (in a hygienically questionable way) in murals from Meat and Livestock Australia

Outdoor campaign by The Monkeys follows its ad about breaking down walls

Published On
Jan 20, 2021

Editor's Pick

What is it about mouth-to-mouth food sharing right now—particularly during a pandemic when we're all supposed to be mindful of hygiene?

First we saw Cadbury portray a couple sharing a Creme Egg that way in a campaign that caused a Twitter-storm in the U.K. Now, a series of murals from Meat and Livestock Australia depict the country's state premiers gnawing on lamb chops together.

The outdoor campaign by Accenture Interactive agency The Monkeys debuted today as a follow up to a blockbuster TV ad released last week. The spot portrayed a dystopian Australia in which states are divided by huge (Trumpian or Berlin-style) walls—only the lure of barbecued lamb encourages people to finally break through. The murals will be displayed on billboard trucks around the country from cities to iconic border locations.

Meat and Livestock Australia points out that the campaign is a parody of the famous Berlin wall mural that depicts Leonid Brezhnev and Erich Honecker locking lips. It's a fun idea, but with coronavirus still not entirely at bay in Australia (several tennis players, for example, have tested positive while quarantining ahead of the Australian Open) we wonder if the "ick" factor will become more of a talking point. 

Summer lamb mural 1

Summer lamb mural 2

Summer lamb mural 3

Credits

Date
Jan 21, 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 :
Jonathan Rands
Business Strategy Director :
Kit Lansdell
Business Director :
Topher Jones
Content Director :
Fizzy Keeble
Senior Content Manager :
Ruth Peck
Head of Production :
Penny Brown
Producer :
Will Haslingden
Design Lead :
James Halliday
Senior Designer :
Laura Ives
OOH Illustrations by :
The Jacky Winter Group
OOH Illustrator :
Nigel Buchanan
OOH company :
Hyped Media
Media Agency :
UM
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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Project Type