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Outdoor

MLA: Scotty, 2


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Following the launch of the annual Australian Lamb summer ad, The Lost Country of the Pacific, Aussie Lamb are back to remind the world why Australia, and its delicious lamb, should not be forgotten. The international billboard campaign 'Letters to Leaders', created by The Monkeys, invites leaders around the world, and even WA Premier Mark McGowan, to head back down under for a lamb barbie. The series of humorous messages have launched in major cities around the world and will be in London, New York, Paris, Auckland and Perth until Sunday 30 January. Tapping into topical events and light-hearted rivalries, the UK billboard takes a subtle dig at the recent cricket score, ‘Hi England, cooking lamb over some ashes if you’re keen?’. Invites to other world leaders are hoping to crack a smile, with the US message, ‘Hey Joe, BBQ at my place. Love, that ‘fella Down Under’.’, whilst in France the billboard reads, ‘G’day Manny, Let’s forget the past. BBQ at my place? Kisses, Scotty’. In New Zealand, the message, ‘Hey Jacinda, BBQ at ours. No need to bring any lamb’, is a gentle reminder to our friends over the ditch where the best lamb really comes from. Closer to home, the Perth message comments on the ongoing isolation from our state neighbours, ‘Hey Mark, come visit Australia some time. We’ll fire up the barbie’.
Credits Other credits

Client – Meat & Livestock Australia

General Manager – Marketing and Insights: Nathan Low Domestic Market Manager: Graeme Yardy

Campaign Consultant: David Rebetzke

Assistant Brand Manager: Krystina Batt

Agency

Group CEO and Co-Founder: Mark Green

Managing Director: Matt Michael

Co-Founder: Scott Nowell

Head of Production: Penny Brown

OOH Producer: Alex Watson

Business Strategy Director: Kit Lansdell

Business Lead: Topher Jones

Senior Business Director: Fizzy Keeble Senior Business Manager: Mitchell Bevan Design Lead: James Halliday

Media agency - UM

Hayley Pyper – Senior Client Director

Laura Ellis – Client Director

Shannen Clout – Senior Trading Manager Joshua Coles – Partnerships Trader

Cameron Roberts – Strategy Director

Maddison Thompson – Strategist

Monique Chirgwin – Integrated Planning Director Andrew Harris - Senior Integrated Planner

PR Agency – One Green Bean

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