New Australia-Land
Award: Shortlist
Shortlist / Direct / Direct Product & Service / 2019
Australian Lamb has always been about uniting people. So, in 2018 when Australia lost their way – cheating at sport, 5 prime ministers in 5 years, & anger over Australia Day being the same date Britain invaded – we had a provocative idea.
We launched a 2-minute film inviting our friendly rivals, New Zealand, to join us, over Lamb, & form a new nation ‘New Australia-land’ as they were doing ‘Australia’ better than Australia. Russell Crowe, the NZ Prime Minister, 2 airlines & Tourism NZ all got behind the campaign, achieving 330m+ earned media impressions in a country of just 24m people.
