Campaign details
Agency: The MonkeysAdvertiser: Meat & Livestock AustraliaCategory: Food
Executive Summary.
When Pauline Hanson labelled us "a bunch of politically correct ratbags," we knew we were onto a winner.
Lamb, the brand that stands for 'Unity', could no longer ignore the elephant in the room: the day we should be most united as a nation - Australia Day - was instead driving us apart, by excluding Indigenous Australians.
Our solution was to celebrate everyone that makes Australia great, not the day or the date. It became Lamb's most talked about campaign ever, generating over...