MAKE LAMB, NOT WALLS

Grand Prix
TitleMAKE LAMB, NOT WALLS
BrandMEAT & LIVESTOCK AUSTRALIA
Product / ServiceLAMB
CategoryC01. Brave Brands
EntrantTHE MONKEYS, PART OF ACCENTURE INTERACTIVE Sydney, AUSTRALIA
Idea Creation THE MONKEYS, PART OF ACCENTURE INTERACTIVE Sydney, AUSTRALIA
Production AIRBAG Sydney, AUSTRALIA
Post Production ARC EDIT Sydney, AUSTRALIA
Post Production 2 SONG ZU Sydney, AUSTRALIA

Credits

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

Background

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.

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