MLA

You Never Lamb Alone

Case Study

Online Film

The First Brand To Show Australia’s True Colours

Australia is one of the most multicultural places on earth. But turn on a TV down here, and you couldn’t tell. So, in a year when racial tensions, prejudice and discrimination were sweeping the globe, and increasing down under, we showed Australians there’s more that unites us, than divides us.

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.

Sparking widespread discussion about what it means to be Australian, the ‘You Never Lamb Alone’ campaign changed the debate and set a new normal.

Results:

The video immediately went viral (6.2M combined views YouTube + Facebook in 3 weeks)

379 unique pieces of editorial coverage

Over 171M media impressions

Top 10 YouTube videos in Australia, Q4 2016

Note: Current Australian population is 24.3 million

Watch the original video on News.com.au»