Created by The Monkeys, part of Accenture Song, and co-directed by Aimée-Lee Xu Hsien and Trent O’Donnell–a Millennial and Gen X-er, respectively–via production company Rabbit, this film for Australian Lamb imagines a world in which the generations have been separated by The Generation Gap: an impassable chasm that keeps age groups away from each other.

Left to their own devices, each generation has become the worst version of themselves–until a lamb BBQ appears to remind Australians of all ages that, actually, we have more in common than divides us.

Scott Dettrick, creative director at The Monkeys, said, “With growing differences in wealth, opinions, and ways of communication, the generation gap in Australia has never been wider. The various frustrations this year have each generation throwing tropes around, looking for someone to blame. When you scratch beneath the surface though, it’s attitudes, not age, that divide us.”

Dettrick continued, “Maybe if we just got around a lamb BBQ and had a chat, we might find out that grandad is actually pretty cool, or all that stuff millennials know can be really useful. Our entire creative process this year was a fun generational debate, and with multi-generational directors and editors on the films, it was all very method.”

The full-length three-minute ad–the centerpiece of the Summer Lamb campaign–premiered in Australia during the evening news of Seven and Nine, followed by a rollout across free to air and subscription TV nationally. 

Credits

Client  Meat & Livestock Australia Brand Australian Lamb Agency The Monkeys, part of Accenture Song Mark Green, group CEO and co-founder, The Monkeys, and president, Accenture Song ANZ; Matt Michael, managing director; Tara Ford, The Monkeys & Accenture Song growth markets chief creative officer; Scott Dettrick, creative director; Jake Ausburn, Alex Polglase, creative team; Penny Brown, head of production; Elliot Liebermann, sr. producer; Emily Coleman, production coordinator; Kit Lansdell, business strategy director. Production Company Rabbit Aimee-Lee Xu Hsien, Trent O’Donnell, directors; Alex Hay, managing driector/partner/exec producer; Lucas Jenner, partner/exec producer; Morgan Hind, producer; Emma Paine, DP; Virginia Mesiti, production designer. Casting Citizen Jane Casting Postproduction The Editors Grace O’Connell, Stu Morley, editors; Rita Gagliardi, exec producer; Stu Cadzow, lead Flame artist; Andreas Wanda, VFX supervisor; Greg “Elvis” Costanaras, colorist. Music & Sound MassiveMusic Haydn Walker, composer; Simon Kane, sound designer; Katrina Aquilia, producer.

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