Lambalytica

MEAT & LIVESTOCK AUSTRALIA - INTEGRATED CAMPAIGN

Every year the Australian Lamb industry launches its highly anticipated Summer Lamb campaign, always built around topical insights of bringing Australians together. In the wake of Trump and Brexit, people were starting to question the role of technology in our social and political lives and its power to divide us. So, we took on the might of Mark Zuckerberg and Cambridge Analytica armed with nothing more than a lamb BBQ to reunite us.

Lambalytica was launched to the nation with an epic 2-minute film, hacking our audience across OOH, radio and digital; interrupting their feeds as they voraciously binged on YouTube, Facebook and Instagram. We bridged the gap between their social world and the real one by deliciously enticing gamers, disconnected couples and social-media addicts to ditch their devices, take up the tongs and unite for the ultimate social feed - a Lamb BBQ.