The brief was to make Lamb the most famous meat in Australia over summer, in order to gain an unfair share of Aussies’ precious BBQ real estate versus Chicken, Pork and Beef. For the last decade, Australian Lamb has done this through iconic campaigns promoting people coming together on Australia Day.

To bring people together this summer, we proposed something provocative. Rather than settling for uniting Australians, our strategy was to finally unite Australia and New Zealand.

The campaign saw a delegation of Australian politicians, armed with Aussie Lamb, set out with an official proposition for the Kiwis. To put all the petty stuff behind us – like claiming all their successful celebrities as Australian – and unite to create New Australia-land. With Jacinda as Prime Minister. A new country. A better country, united by Lamb. All while floating on lilos in the Tasman Sea, naturally.

Meat Livestock Australia - New Australia-Land

CREDITS

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