| Title | MAKE LAMB, NOT WALLS |
| Brand | MEAT & LIVESTOCK AUSTRALIA |
| Product / Service | LAMB |
| Category | A01. Consumer Goods |
| Entrant | THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA |
| Idea Creation | THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA |
| Production | AIRBAG Sydney, AUSTRALIA |
| Post Production | ARC EDIT Sydney, AUSTRALIA |
| Post Production 2 | SONG ZU Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Mark Green | The Monkeys part of Accenture Interactive | Group CEO & Co-Founder |
| Scott Nowell | The Monkeys part of Accenture Interactive | Group Chief Creative Officer and Co-Founder |
| Vince Lagana | The Monkeys part of Accenture Interactive | Executive Creative Director |
| Matt Michael | The Monkeys part of Accenture Interactive | Managing Director |
| Scott Dettrick | The Monkeys part of Accenture Interactive | Creative Director |
| Harry Boothman | The Monkeys part of Accenture Interactive | Copywriter |
| Joash Tham | The Monkeys part of Accenture Interactive | Art Director |
| James Halliday | The Monkeys part of Accenture Interactive | Design Lead |
| Penny Brown | The Monkeys part of Accenture Interactive | Head of Production |
| Kit Landsdell | The Monkeys part of Accenture Interactive | Business Strategy Director |
| Ciaran Miller-Stubbs | The Monkeys part of Accenture Interactive | Group Content Director |
| Fizzy Keeble | The Monkeys part of Accenture Interactive | Content Director |
| Ruth Peck | The Monkeys part of Accenture Interactive | Senior Content Manager |
| Christina Wilmot | The Monkeys part of Accenture Interactive | Senior Producer |
Australian Lamb faced its most challenging times ever going into summer 2021. Record-high retail prices, record-low wage growth, Australia’s first recession in 29 years, and a once-in-a-century pandemic that extinguished Australia’s BBQs, lamb’s primary occasion. The brief was to renew Australia’s love for Lamb as the meat that brings people together. With a bold ambition to get the entire nation talking about lamb, overcome its price premium and reverse a three-year volume decline. ‘Make Lamb, Not Walls’ combined an enduring brand strategy with a culturally provocative idea, resulting in Australian Lamb’s most talked about and successful campaign in its history.