MLA launches new ‘Say More With Lamb’ campaign for Australian Lamb via The Monkeys
Australian Lamb has today launched a new campaign – ‘Say More With Lamb’ via The Monkeys, part of Accenture Song, which aims to highlight how the food Aussies serve says a lot about how they feel.
Building on the Share the Lamb platform, a series of six films for Meat & Livestock Australia (MLA), shows how the serving of a delicious lamb dish is met with excitement and anticipation the moment it hits the table. Forget about finding the right words to say at dinner – all Aussies need is just the right lamb dish to serve.
The films, directed by Jonny+Will from Finch, irreverently compares how so much more is said when it comes to lamb dishes prepared by loved ones, versus some of the less articulate accompanying trimmings that come with the meal.
Warming hearts and bellies this month is Mum’s glorious red wine lamb shoulder, which kickstarts the campaign via 15” and 6” copy lengths together with OOH placements. At upcoming get togethers and celebrations throughout the year – Lamb is portrayed as a symbol of generosity and affection.
Says Graeme Yardy, domestic market manager at MLA: “Lamb is rightly famous in summer. Loved by Aussies and around the world for its unmatched versatility in cuisines and distinctive flavour, it’s ideal for entertaining occasions throughout the year. This campaign plays an important role for Australian Lamb in building even more relevance with culturally diverse Australians across the moments that really matter to them.”
Watch the first seasonal ad go live across Christmas in July on YouTube, BVOD, Facebook & Instagram, and across retail OOH channels bought and managed by UM.
Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Brand Manager: Derek Lau
Assistant Brand Manager: Krystina Batt
Creative Agency: The Monkeys, part of Accenture Song
Production Company: Finch
Director: Jonny+Will
Executive Producer: Loren Bradley
Managing Director: Corey Esse
Producer: Cath Anderson
Cinematographer: Sean Ryan
Editor: Philip Horn via ARC EDIT
Grad & Online: Atticus
Music & Audio: Massive Music
Media agency: UM
Client Director: Laura Ellis
Trading Director: Joshua Greive
Senior Planning Manager: Michelle Andrews
Strategist: Maddison Thompson
Partnerships Trader: Joshua Coles
Partnerships Trader: Rebecca Mitchell
PR Agency – One Green Bean
17 Comments
Great sound craft too
Yep simple and funny
It’s shots of roast lamb and a dumb VO?
So after 2 years of covid lockdowns where work and travel was limited for a lot of directors in Australia, the Monkeys come along with a super easy job shooting some roast lamb and decide the best thing to do is to fly in not one but two directors from London who actually specialise in puppets not food shots. If it was an interesting bigger job, sure fly in whoever you want. But seriously any director can do this (and probably better) and many here would like a job, maybe need some work.
Everyone here knows it costs way more to fly in overseas directors right? They know overseas directors get paid more generally right? They know that most overseas directors see Australian work as a joke and only fly in for the holiday if they have nothing else on right?
Some idiot will snidely remark; oh but if an Australian director is good enough they can work overseas, yes for sure, but it’s not the same. Much, much bigger market overseas, way more work, much more money, way better creative. On the flip side competition is far more fierce overseas, many directors that have started out with better scripts and bigger budgets. Making a roast lamb ad here doesn’t get you work overseas. Australians really have to be good and work the game to get work overseas.
Monkeys, have a think, Finch, have a think. If you were to tell anyone outside of ads that this happened everyone would exclaim WTF. Your friends and family would say WTF.
Seriously WTF.
100% agree with this whole rant.
Joking right?
This doesn’t say much to me beyond ‘lazy’.
That crafted, seamless transition…
Is this a joke? Why would you even need a director for this…let alone 2 directors from overseas. Hope the rain didn’t ruin their holiday while they were here shooting these product shots. Keep it local for stuff like this…shame on you Monkeys.
Remember when the Monkeys had a creative reputation and standing?
and sad seeing the work level dropping
Monkeys and MLA have a history with Lamb where they usually have huge ideas for not enough money, but production companies get on board and help, because it’s usually great creative. The fact that this is just a simple food shoot, and you are going for overseas talent when many directors here couldn’t ply their regular trade during lockdown (or get benefits that excluded many sole trader set ups) is immoral. Do better.
Just gross behaviour for the industry for all involved in this. Do way better.
Bet you an Australian director who actually cared about their reputation in their own country wouldn’t have let that Apple iMovie transition out of the post house. Australian agencies need to stop the Star Fucking and work with local talent who actually care and are grateful for the opportunities.
It’s not even star fucking. It’s reel fucking. The overseas reels are easy to sell because bigger clients, better creative, better production, way bigger budgets. Put the same directors in aus industry conditions and they often fail harder than the local directors. They aren’t use to it, they aren’t as good as agencies think they are and yes they often don’t care because nobody in the bigger markets will see their work here. It’s not the directors faults. Why would they say no if it’s offered and they have nothing else on?
Agencies and clients need to realise that it’s often a scam which milks unnecessary money from both and often results in worse work. It’s not benefitting anyone, besides the overseas directors fee and the production company markup fee.
The association is cool, the reality is often not worthwhile.
100% agree… it’s the new normal
https://vimeo.com/61996823