Lambalytica – Disconnect and share the lamb
Meat & Livestock Australia (MLA) has launched “Lambalytica”, the 2020 version of their annual summer campaign promoting Australian lamb, this year urging Aussies to look up from their screens and share the Lamb. The integrated campaign kicks off with a long form tech thriller reminding a tech-obsessed nation of real life connection made possible by sharing a meal together. The commercial shows an elite team using the Lambalytica app to infiltrate people’s devices to bring them together face-to-face over a meal of lamb. From a couple who spend more time looking at their phones than each other, to a teenage gamer glued to the TV screen, crowds of people are brought together for the original social feed.
Graeme Yardy, Domestic Market Manager at MLA says, “As a brand, Australian Lamb is famous for unity. In this digital age, we wanted to use the power of lamb to disrupt social media, peel people away from their screens and get them together over a tasty Lamb meal.”
Executive Creative Director at The Monkeys, Vince Lagana says, “The ongoing conversations surrounding social media platforms and privacy have made us even more aware of the influence our devices have on us daily. We wanted to flip that on its head in true Lamb fashion. So in this campaign, ‘Lambalytica’ taps into the very devices that keep us apart to bring Aussies together for the ultimate social feed – a Lamb barbie.”
The partnership with SCA and Hit Network’s Carrie and Tommy will bring this campaign to life on-air, culminating in an epic event which reunites people over Aussie Lamb.
The Lambalytica campaign was developed at The Monkeys, part of Accenture Interactive, by group chief creative officer Scott Nowell, executive creative director Vince Lagana, creative director Scott Dettrick, creative team Danny Pattison and Barnaby Packham, head of planning Michael Hogg, group CEO Mark Green, managing director Matt Michael, group content director Ciaran Miller-Stubbs, content director Victoria Zourkas, content manager Will Davies, national head of production/senior producer Romanca Mundrea, and agency producer Cathryn Cooper, working with MLA chief marketing officer Lisa Sharp, domestic market manager Graeme Yardy, and brand manager Anna Sharp.
Editor was Stu Morley at The Editors.
Colorist was Ben Eagleton.
Post Production & VFX were produced at Fin Design by executive producer Alastair Stephen, VFX supervisors Mikey Brown and Mikey Smith, and producer Isabelle Howarth.
Sound was produced at Song Zu by sound designer Simon Kane, composer Ramesh Sathiah, and executive producer Katrina Aquilia.
Music, “Run to Paradise”, by The Choirboys, was licensed at Level Two Music.
Media was handled at UM by strategist Charlotte Berry, connections designer/director Jonny Day, client director Hayley Pyper, senior partnerships manager Jenny Lam, partnerships manager Bridgette Roche, partnerships trader Bernadette Banasik, partnerships executive Andrew Hales.
PR was handled at One Green Bean.