Effies
Australia
Australian Lamb, the Ultimate Social Device ‘IRL’
Agency
Droga5 Australia (part of Accenture Song)
Client
Meat & Livestock Australia (MLA)
Awards
Bronze
Most Original Thinking
Bronze
Short Term Effects
Finalist
Food and Beverage Brands
Silver
Insight and Strategic Thinking - campaigns under $2 million
Summary
To combat its ageing customer base and high price point, Australian Lamb repositioned itself as 'The Ultimate Social Device'. Inspired by the insight that young Australians feel disconnected despite being glued to their phones, the campaign satirically hijacked the tech industry's launch period. By presenting lamb as a delectable 'device' for uniting people in real life, the campaign generated significant fame and affinity. This irreverent strategy of embracing earned exposure and entertaining emotion proved that a bold, humorous approach could seriously enhance a brand's persuasion and pricing power.
Case study
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Credits
| Phoebe Taylor | Editor | ARC |
| Kit Lansdell | Author / Head of Effectiveness | Droga5 Australia, part of Accenture Song |
| Matt Michael | CEO ANZ | Droga5 Australia, part of Accenture Song |
| Tara Ford | CCO | Droga5 Australia, part of Accenture Song |
| Beth O’Brien | Head of Innovation | Droga5 Australia, part of Accenture Song |
| Hugh Gurney | Creative Director | Droga5 Australia, part of Accenture Song |
| Joe Sibley | Creative Director | Droga5 Australia, part of Accenture Song |
| Thomas Gledhill | Associate Creative Director | Droga5 Australia, part of Accenture Song |
| Lennie Galloway | Associate Creative Director | Droga5 Australia, part of Accenture Song |
| Michelle Canning | Senior Copywriter | Droga5 Australia, part of Accenture Song |
| Ben Horewood | Senior Art Director | Droga5 Australia, part of Accenture Song |
| Penny Brown | Head of Production | Droga5 Australia, part of Accenture Song |
| Katie Wellbelove | Senior Producer | Droga5 Australia, part of Accenture Song |
| Topher Jones | Head of Business Management | Droga5 Australia, part of Accenture Song |
| Harrison Stone | Business Director | Droga5 Australia, part of Accenture Song |
| Matthew Stafford | Business Executive | Droga5 Australia, part of Accenture Song |
| Nathan Low | General Manager, Marketing and Insights | Meat & Livestock Australia |
| Jeffrey Ng | Strategic Marketing Operations Manager | Meat & Livestock Australia |
| Derek Lau | Brand Manager | Meat & Livestock Australia |
| Eden Lim | Assistant Brand Manager | Meat & Livestock Australia |
| Mary-Jane Morse | Brand Content Manager | Meat & Livestock Australia |
| Molly Dodwell | Senior Account Director | One Green Bean |
| Amy McCann | Account Director | One Green Bean |
| Max Barden | Director | The Sweetshop |
| Jane Smith | Producer | The Sweetshop |
| Edward Pontifex | Co MD | The Sweetshop |
| Greg Fyson | Co MD | The Sweetshop |
| Kate Roydhouse | Executive Producer | The Sweetshop |
| Danny Long | Casting | The Sweetshop |
| Lauren Thornborough | Client Partner | UM |