Meat & Livestock Australia: Celebrate Australia

Meat and Livestock Australia, a public authority providing research for the Australian red meat and livestock industry, overcame the challenge of a divisive Australia Day by using the brand Lamb, which represents unity, to make Australia Day a celebration for all Australians.

Summary

America has the superbowl, the UK has Christmas; Australia's biggest ad moment is Australia Day.

And Australian Lamb, a brand that stands for 'Unity', could no longer ignore the fact that the day Australians should be most united as a nation - Australia Day - was increasingly becoming a day of division, because it excluded Indigenous Australians.

Our solution was to celebrate everyone who makes Australia great, instead of the day itself. It became Lamb's most talked about campaign ever. It was so successful in provoking the debate that Pauline Hanson, leader of Australia's most far right political party...

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