Effies
Australia
Operation Boomerang
Agency
The Monkeys - Part of Accenture Song
Client
Meat & Livestock Australia
Awards
The Grand Effie
Gold
Food, Confectionery & Snacks
Gold
Short Term Effects
Gold
Most Original Thinking
Case Study
Summary
2015 was a great year for lamb, but 2016 was ridiculous.
Operation Boomerang’ smashed all targets on its way to becoming Meat & Livestock Australia’s (MLA) most successful Australia Day Lamb campaign ever.
Combining an insightful strategy with a provocative creative idea and departing from the typical media approach, we generated phenomenal ‘earned media’ coverage and sent Aussies to butchers – and their BBQs – in droves.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| CEO | Mark Green | ||||||||
| Executive Creative Director / Co-Founder | Scott Nowell | ||||||||
| Senior Art Director | Paul Sharp | ||||||||
| Author | Jamie Clift | ||||||||
| Senior Copywriter | Mike Burdick | ||||||||
| Interactive Creative Director | Morton Halvorsen | ||||||||
| Head of Production | Thea Carone | ||||||||
| Managing Director | Matthew Michael | ||||||||
| Executive Planning Director / Partner / Author | Fabio Buresti | ||||||||
| Planning Director / Author | Michael Hogg | ||||||||
| Digital / Social Planning Director | Grant Flannery | ||||||||
| Content Director | Katie Wong-Hee | ||||||||
| Content Manager | Siena Shuttler | ||||||||
| PR Agency | One Green Bean | ||||||||
| Media Agency | UM | ||||||||
| Production Company | Rabbit | ||||||||
| Central Marketing General Manager | Lisa Sharp | MLA | |||||||
| Group Marketing Manager | Andrew Howie | MLA | |||||||
| Brand Manager | Matthew Dwyer | MLA |
Category Sponsors
The Grand Effie
Most Original Thinking
