You Never Lamb Alone
Award: Wood Pencil
Wood Pencil / Integrated & Collaborative / Earned Media/Medium Business (50-500 employees) / 2017
Brief:
Australia is one of the most culturally diverse places on earth. Almost 50% of us were born in another country, or have a parent who was. But turn on TV down here, and you couldn’t tell. It’s a whitewash.
So, in a year when racial tensions, prejudice and discrimination were sweeping the globe, we wanted to show Australians there’s more that unites us, than divides us. Our love of Lamb for
one.
Solution & Cultural Context:
The most inclusive Lamb campaign ever.
For the very first time, a major brand reflected what Australia really looks like – including people of every race, religion, gender, age, ability, and sexual orientation in an historic moment in Australian media. The film also acknowledged our indigenous inhabitants as original landowners – something the Australian constitution still doesn’t to this day.
And true to the brand, we did it all in an irreverent and uniquely Australian way.
Results:
6.2M combined views (Facebook + YouTube)
Over 171M media impressions
379 unique pieces of editorial coverage
YouTube Australia Top 10, Q4 2016
Insights:
The ‘YOU NEVER LAMB ALONE’ campaign took on diversity in the media and made international news for it, putting the issue front and centre.
Sparking widespread discussion, the campaign generated 379 unique pieces of editorial coverage, changing the debate and setting a new normal.
It has garnered praise from the Indigenous, LGBTI, Muslim, Deaf and Disabled communities for its positive representation of Australia’s true diversity.
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