Celebrate Australia

Case Study


“Is the new lamb ad the solution to Australia Day?” The Daily Telegraph

“A politically charged lamb campaign.” The Guardian

“The most important piece of Aussie advertising in a very long time” Mumbrella

“A subtle message to change the dang date” Pedestrian

The first-ever united national celebration.

Meat and Livestock Australia has spent years creating Lamb ads around Australia Day. However, our national day has become increasingly divisive, since for Aboriginal Australians it marks the arrival of Europeans. It’s one of our country’s biggest issues today. So we decided to use our visibility around Australia Day to start a national conversation around a united celebration for all Australians.


8.9+ million views (from pop. of 24 million)

#1 trending video on YouTube Australia

305, 267, 021 Opportunities to See

22.7% sales increase