Lambassador Sam Kekovich Fights Lambnesia

Over the past 8 years, Lambassador Sam Kekovich has fought unAustralianism at home, around the world, and even in pop culture. For the 2013 installment of Meat & Livestock Australia’s much loved campaign, Sam battles with Lambnesia, a condition that makes him forget his Australian identity.

 

The campaign began last week, with a tongue in cheek teaser video of the accident that triggered Sam’s Lambnesia appearing online (receiving over 300k views in 3 days). This was followed by Sam posting a string of unAustralian messages on Facebook and Twitter. Sam’s accident and strange behaviour resulted in thousands of comments from fans.

 

In the 90-second TVC, which launched today, Sam announces that he’s suffering from Lambnesia. Realising that the only cure is lamb, he’s made it his mission to raise awareness of this most unAustralian condition. His solution: The National Lambnesia Test, an online game that tests your knowledge of Australian culture. The game lets you know how unAustralian you really are – and how much lamb you need to eat to be in chop shape on Australia Day.

 

 

The campaign also includes point of sale, social media, and integrated content collaborations from Ten and Nova.

 

Sam and the Lambnesia Test have also been integrated into a 1 hour TV special, ‘The Australia Day Showdown – You Can Never Be Too Australian’, broadcasting on Ten at 8.30pm on Australia Day.

 

Take the national Lambnesia test: http://lambnesia.com.au/

 

Andrew Cox, MLA’s Group Marketing Manager – Consumer Programs, says, “Each year we strive to keep our Australia Day campaign fresh. This year, we’ve taken Sam out from behind his desk, with a fully integrated campaign including even greater media integration from our partners.”

 

Credits

 

Client: MLA 

Creative: BMF 

Media: UM 

PR: Hausmann

 

Managing Partner: Stephen McArdle

Executive Creative Directors: Carlos Alija & Laura Sampedro

Creative Team: Carlo Mazzarella & Jonty Bell

Planning: Christina Aventi

Director: Taika Waititi

Production Company: Curious Film

Post Production: Frame Set & Match – Ben Eagleton

Agency Producer: Sue Hind

Editor: Chris Leaver (Online) & Luke Haigh (Offline)

Photographer: Mat Baker

Producer: Matt Noonan & Peter Holani

Print Producer: Karen Liddle

Art Buyer: Basir Salleh

Music & Sound Production: Sonar Music – Mikey Lira

Designers: Matthew Hughes & Indah Shillingford

Digital Creative Team: Carlo Mazzarella & Jonty Bell Tim Smith & Simon Koay

Interaction Lead: Nev Fordyce

Digital Project Manager: Rachel OʼToole

Technical Director: Doug Rathbone

DoP: Daniel Ardilley

Illustrator: Mike Watt

Client Director: Bec Morton

Account Director: Kelly Howard

Account Manager: Samantha Heckendorf

Account Executive: Sarah Hood & Rose Flowers