The Best Work You May Never See: The Monkeys, Director Ariel Martin Break Through Walls For Australian Lamb

By

Robert Goldrich
Wednesday, Jan. 27, 2021

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After a year that’s seen Aussies more physically divided than ever, this ad from Australian Lamb comes at the perfect time, uniting the country over some lamb, and laughs.

Building on the “Share the Lamb” brand platform, the integrated campaign created by The Monkeys, part of Accenture Interactive, for Meat & Livestock Australia, reflects upon 2020 as a pivotal time in history where, for the first time, Australia was physically divided due to the pandemic. The long-form ad, directed by Ariel Martin from production house Airbag, takes us to a not-so-distant future where division between states has escalated to new heights. In the year 2031, a once united nation is divided by a great wall, towering over every state border. It’s a tongue-in-cheek take on what could be if state borders are shut for good, but this un- Australian division can’t last forever.

In the film we see the great unification of Australia sparked by the scent of lamb through cracks in the wall. As the hero is overwhelmed by the irresistible aroma and begins smashing at the wall that separates himself from Queensland, a hand appears through the crack holding a perfectly cooked piece of lamb. This beacon of hope triggers Aussies around the country to tear down the Great State Walls and reunite over a delicious lamb BBQ.

Vince Lagana, executive creative director at The Monkeys, said, “Border closures have challenged our Aussie spirit with our nation feeling more separated than ever. Thankfully, nothing a little optimism, good natured fun and a unifying lamb cutlet can’t fix.”

Credits

Client Meat & Livestock Australia/Australian Lamb Agency The Monkeys, part of Accenture Interactive Scott Nowell, group chief creative officer & co-founder; Vince Lagana, executive creative director; Scott Dettrick, creative director; Harry Boothman, Joash Tham, creative team; Kit Lansdell, business strategy director; Ciaran Miller-Stubbs, group content director; Fizzy Keeble, content director; Ruth Peck, sr. content manager; Christina Wilmot, Penny Brown, sr. producers; James Halliday, design lead; Laura Ives, sr. designer. Production Company Airbag Ariel Martin, director; Alex Tizzard, exec producer; Megan Ayers, producer; Lachlan Milne, DP. Editorial ARC Edit David Whittaker, Lucas Baynes, editors. VFX/Post Airbag Fergus Rotherham, colorist. Conform White Chocolate. Music & Sound by Song Zu; Hayden Walker, composer; Simon Kane, sound designer; Katrina Aquilia, producer.

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