MLA

YOU NEVER LAMB ALONE

The Lamb Campaign That Showed Australia’s True Colours

Nothing brings Australians together like Lamb. So, at a time when individuals and organisations around the world were promoting division and hate, we sent a different message by creating the most inclusive campaign ever.

For the first time in this country, 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 advertising. The film also acknowledged our nation’s original inhabitants – something the Australian constitution still doesn’t to this day.

So far, it has been viewed over 6.1 million times, generated 371 pieces of unique editorial coverage, created 171,105,331 media impressions, and sparked an ongoing conversation about what it means to be Australian.

 

Online Film

Case Study