Feuding state leaders share the lamb in mural activation for Australian Lamb via The Monkeys
As border closures dominate the headlines and premiers go head to head, a new OOH activation by Australian Lamb and The Monkeys part of Accenture, unites our state leaders over some delicious Aussie lamb in a series of light-hearted murals.
The concept illustrated by Nigel Buchanan, is a parody of ‘the kiss’, the famous Berlin walls mural. Displayed on billboard trucks around the country, from cities to iconic border locations, the murals show illustrated depictions of our premiers settling their differences by coming together and tucking into a delicious lamb cutlet.
From Tweed Heads to Albury-Wodonga, Canberra to Perth, the murals are journeying around Australia and border locations from Thursday 21 – Saturday 23 January, and will be in Sydney, Melbourne and Brisbane on Monday 25 January.
Says Graeme Yardy, domestic market manager at MLA: “During 2020, for the first time in history, some Australian states closed their borders, separating families and loved ones, causing confusion, and highlighting some simmering political tensions. As the brand that stands for unity, we thought it only appropriate to bring our leaders back together, in the most delicious way possible, with a juicy tender BBQ lamb cutlet. Our hope is that Australians will see these murals as a fun symbol of our country, doing what it does best, putting its differences aside and working together to overcome adversity.”
The activity comes after Australian Lamb recently launched its summer ad, also created by The Monkeys. The new film broke down state borders and brought the nation together over a summer lamb barbie, reflecting on 2020 as a pivotal time in our history where Australia was physically divided due to the pandemic.
Says Vince Lagana, executive creative director at The Monkeys “Depicting our leaders coming together over a lamb cutlet perfectly complements the wider “Make lamb, not walls’ campaign. Most of the murals are positioned near state borders as we continue to unite the nation through some much needed light-hearted humour the way only Australian Lamb can.“
The mural activation launched today with support from UM and OOH company, Hyped Media. The activation will be supported by one green bean to drive coverage for the campaign across earned media and owned social.
Head online to find out more about the summer lamb campaign at www.australianlamb.com.au.
Client – Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Brand Manager: Anna Sharp
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
Executive Creative Director: Vince Lagana
Creative Director: Scott Dettrick
Creative team: Harry Boothman, Jonathan Rands, Joash Tham
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
Georgina Parchert – Connections Strategist
Jonny Day – Connections Design Director
Hayley Pyper – Client Director
Jenny Lam – Senior Partnerships Manager
Joshua Coles – Partnerships Executive
PR Agency – one green bean
85 Comments
amazing stuff. well done all
What an average copy of Benetton’s Unhate campaign!
Is this supposed to be a nod to the other campaign?
Will punters get that?
No, it’s an homage to My God, Help Me to Survive This Deadly Love.
And it’s flippin’ AWESOME
Love it. Timely. Hilarious.
Lamb gloryhole now lamb… erm… jobkeeper. Yep I reckon they’ll get the link, a lamb cutlet is the new sausage.
Even if you don’t know the genesis of the idea it’s still good.
Hey sweetie, lemme cop a whiff of your meat.
So, can you just use political figures for free in your ads? Cool, looking forward to Sco Mo endorsing Cat food, Dan in an ad for Specsavers, and Gladys in an ad for Chicken Tonight. I’m serious. How can you use public figures like this?
Who wants to share with me?
2 politicians, 1 chop.
nice!
Do MLA realise they’re a government backed organisation?
But having spent time working with the Monkeys I can safely say that this is a rip off of the Unhate campaign from United colors and definitely not a homage to This Deadly Love
Have you seen the TV ad for this campaign? It features a wall (like the Berlin wall..). That’s the clear connection here.
Another UberEats rip off. When will the plagiarism end!
This is great. And for the haters – can’t we just start celebrating the fact good work is still being done in Melbourne after such a shitful year in 2020? Who cares if you’ve seen an ad a little bit like it before? Pull yourself together…. we should be supporting good work & each other, not being little bitches. And no, I don’t work for the Monkeys. Anyway, nice job Monkeys.
This is hilarious. Well done Monkeys
Classic stuff. It keeps coming.
Monkeys on fire.
Fucking. Amazing.
Congrats!
In Australia, there is no ‘right to publicity’ or ‘image right’ that allows a celebrity (politician) to control the use of their image.
Different in other countries
Bravo. Amazing illustrations Nigel.
Yep, you warmed my cold dead heart with this one.
This is really, really good.
But it makes me want to do anything but eat a lamb chop – so not sure if it’s good advertising?
not true of ‘celebrities’. You can’t use a celebrity. its endorsement.
@ there’s nothing not to like, Sydney, not Melbourne
@melbourne – my mistake, however my point stands that it would be really nice to see people being supportive of decent work, rather than elitist wankers…. who likely spend their days working on the bunnings account
So bloody good. Damn nice campaign. Just love how the haters gotta find something wrong. Piss off back to your boring little lives 🙄
Jealous of this work.
It’s weird. Punters won’t get it.
An absolute rip off.
Reminds me of the Benetton campaign “unhate”…
I never realised that they really did kiss in real life in the original German one.
Well done, not sure how you can draw any parallel between our fueding premiers and the other stuff referenced. Let’s just celebrate a great campaign.
Even better than finger licking good…
Genuinely excellent.
This is just excellent. Bravo
I’ll cut to the chase. Nice idea, heavily based on borrowed interest. Won’t sell a single lamb chop nor will it do anything move any of the client’s brand objectives, because no one will see it but for us grumpy vegans. But hey the 19 year old brand manager had approved it, and the illustrations are cool. Even though I can only make out Glads and Scomo. Who are the rest meant to be?
I don’t think you understand how advertising works.
Ouch. Might have to hand back a few of those shiny things? Want one? In all honesty though, please enlighten me with your great wisdom. Explain the idea in the outdoor ad. Without the assumption that it will be automatically attributed to the TVC.
https://www.laprensalatina.com/pandemic-themed-street-art-pops-up-in-berlin/
You reckon real people who saw this in the street and stopped mid-selfie, thought: “Ha, that’s funny. Oh wait, no actually it’s not a parody the berlin Murals brought up to date with a topical covid reference, the graffiti artist definitely saw an old Benetton campaign from 10 years ago and ripped it off. Guess I’ll put my phone back in my pocket, withdraw my initial laughter, not share the post and keep walking”. Get out of the bubble folks, look at the media coverage of this, and reclaim your brain so you have any hope of seeing things like real people do. Which after all is the bloody audience for what we make.
Love that the client bought this. Ace.
If you’re going to borrow interest, it may as well be great. Which this is.
I love this and I love The Monkeys, but what about Lushsux?
Because this is what he’s publicly stated. https://twitter.com/lushsux/status/1352235865037103114
But Lushsux is ripping off the Benton thing which played off the Berlin Wall thing which is in turn referencing off a famous photo so why does he get to be on any high horse about plagiarism ?
But where’s the grease drippin’ on to their chin? Kind of needs it.
Ya can’t just steal stuff.
Mona Lisa eating lamb? She’s been done
Ain’t happy… https://www.instagram.com/p/CKTsCnDFp3a/?igshid=1vvipqi8qsrsx
But yeah, dunno what’s up with the delusional comments above – this is a shameless ripoff of Benneton’s Unhate campaign. Like seriously guys come on.
Then refuse to pay him 15k for the service?
That’s about the price of some banner ads…
Bit of a sh*it one there Monkeys.
This campaign is incredible.
First the film and now this follow up?!
Monkeys are great at this stuff. As much as some try, you can’t deny it. They do work that gets talked about. Not only by industry people but more importantly with the Aussie public.
Can’t remember people talking about an ad campaign as much as this.
Seriously well done Monkeys. I’m very jealous.
Lol.
Oh wait, you’re serious.
No, Monkeys offered him 15k and he turned it down and is now complaining that it looks similar to his work. He had his chance.
Look it’s a nice idea but you should know as someone whom I assume works in the industry, we give credit where credit is due. And I highly doubt it wouldn’t be the case at The Monkeys.
Imagine an agency came up with a cracker, original idea, and shared it with a potential client. Only to find out that the potential client gave it to another agency to produce, without their permission. There would be a unanimous industry-wide outcry.
It’s a well meaning use of borrowed interest for sure, but if the artist wasn’t on board then, it really smacks of the relatively recent practice of ripping stuff from Google, replicating trending social or successful pop-cultural properties, or just plain lazy thinking.
As it says above
Ladvertising at its finest. Who says we’re still stuck in the past…
Such a shame you had to follow up the great TV ad with this utter tripe that is clearly designed to win awards and nothing else.
Also, as a side note, I have never seen anything that makes me less likely to want to eat lamb. These have put me off lamb for a good long while.
My God, this stinks!!!
You’re joking right?
$15k for four original pieces of artwork for a national brand campaign is comically low.
Like, it would be funny if it weren’t for the fact The Monkeys genuinely expected him to accept this lowball figure (and in the process communicating to other clients and agencies that this sort of behaviour is ok).
It’s art direction 101 to not use cool colours when advertising food products. It’s why McDonald’s chose red and yellow FFS – basic colour theory.
Never seen lamb presenting is such an unappealing light. It actually makes me feel a bit sick.
The Big Ad went far beyond British Airways in the spirit of pastiche.
This doesn’t go far enough past a kiss of international leaders.
Another instance of locally popular, internationally outplayed.
This outdoor won’t win awards outside of the award Sydney bubble.
For all the reasons of the harshest critics listed above.
But hey, hats off to the monkeys they know how to run nationally famous work.
This has already won. Global media coverage for a second time in the one campaign. What other Australian brand, agency, or bit of work comes close to this level of fame lately?
https://www.ladbible.com/news/latest-creators-of-australian-lamb-ads-unveil-cheeky-murals-of-state-leaders-20210122
https://adage.com/creativity/work/state-leaders-share-lamb-hygienically-questionable-way-murals-meat-and-livestock-australia/2307086
Love it, hate it. You can’t help but share it. And therein lies the genius of this, and every other lamb campaign.
Or in the words of Gervais: https://twitter.com/rickygervais/status/686990496175099908
Lol, can’t tell if you’re taking the piss or not.
…Ladbible and Adage do not quality as “global media coverage” hahahaha.
I actually hate this campaign.
Guess you could believe Ladbible is good press.
But Benetton won the Grand Prix for press 8 years ago.
This is far too similar for any distinct originality, unless you think PR is more important…
https://campaignbriefasia.com/2012/06/21/lions-handed-out-for-the-canne/
Imagine being the creatives working on this and kicking back proud in the knowledge that you not only ripped off a globally renowned Benneton campaign but were doubly smug enough to assume Joe Public cares enough about advertising to get your reference.
Nope. You don’t have to know the reference to understand this at all.
What the Monkeys know that you don’t. This image has been a meme for 30 years, and it just became relevant again because of border walls, divided political leaders, and graffiti artists around the world riffing on this theme with face masks because of Covid. There are hundreds of parodies and remixes of The Kiss. Including Benneton. Just another name in a long list. That’s what meme culture is. Just look at me right now, Bernie Sanders.
And @@LadAge here are the numbers of readers of Ladbible:
Reaching an audience of over 584 million every month, in October it recorded over 140 million engagements on Facebook and Instagram and an incredible 1.6 billion across 2020 as a whole.
Keep drinking that kool-aid mate, next week is gonna be a scorcher.
Sad that they contacted an artist who’s style they wanted, scoffed at his rate, and stole his style.
@Viking boy, you really are just a little sad boy. Have a look at Nigel Buchanan’s work and you’ll see it’s his own style of illustration. Do a little searching son.
The haters are going to hate….well done to the monkeys for doing work that people continually talk about. I’m sure they are all enjoying the debate from a 911 somewhere…
So much unnecessary hate ….
These Lamb murals are a parody of the famous Fraternal Kiss mural.
The Benneton Unhate campaign is a parody of the famous Fraternal Kiss mural.
Lush’s Trump/Netanyahu mural is a parody of the famous Fraternal Kiss mural.
Mindaugas Bonanu’s Trump/Putin mural is a parody of the famous Fraternal Kiss mural.
Paintsmiths’ Trump/Boris Johnson mural is a parody of the famous Fraternal Kiss mural. It goes on ….
Dmitri Vrubel, the real artist behind the Fraternal kiss based his famous mural from a real photograph taken in 1979 by photographer Régis Bossu.
To say this Lamb work is ripping off Benetton and Lush is like saying Benneton/Lush have ripped off Dmitri Vrubel. They haven’t. Their work clearly is a parody! I’m sure all the credible artists would admit that. It’s no secret.
The Fraternal Kiss is even acknowledged in the first sentence of this press release!
So it’s been done before? Is that what you’re suggesting?
100% agree. People can’t separate a homage from a parody these days. The same generation who can’t separate an idea from an execution. AWARD school or whoever is training these people has a lot to answer for. Time for a school that pays the lecturers, and you can get every creative legend who has left the industry because of ageism to teach there for a living (not rockstar) wage.
Nail on head. Well summarised.
genuinely appreciate your history lesson there mate, thanks.
F-ing lol!
Saw one of these on the road yesterday.
So hard to miss. Made the people I was with chuckle. Job done.
Awesome creative
Arial?
It seems no matter how far back in time you go, someone is always saying it’s been done.
An interesting article criticising the Benetton campaign for ‘being done’ even after it had won the Grand Prix.
https://www.luerzersarchive.com/en/features/editors-blog/benettons-grand-prix-winning-campaign-121.html