BMF Calls on Australia's 'Generation Lamb'

In the 10th annual installment of the much-loved MLA Australia Day campaign, Sam Kekovich is calling on all Australians to set the example for “Generation Lamb”. With “unAustralianism” infiltrating our youth more rapidly today than ever before, thanks to the Internet, smart phones and social media, Sam urges every Aussie adult to help rein it in with the help of barbecued Lamb.

The integrated campaign created by BMF was launched with the debut of the TVC on “Today Tonight” last night. The full campaign will be going live on Monday and includes a 60-second TVC, POS, recipe-dispensing out of home panels, online video content and social media. It is also supported by an app where Aussies can become Honorary Lambassadors and create their very own Sam-like rant. And, as usual, no one is safe from the rant of Sam as he targets everything from children’s entertainers, to pop culture and even veganism. 

Andrew Cox, Group Marketing Manager at MLA said: “The consumption of Lamb on our national day has practically become a cultural expectation thanks to Sam's decade long crusade. This year we are encouraging Aussie parents to keep it that way by setting the right example for the next generation.”

“Sam as Australia's Lambassador has been a great campaign for Lamb on Australia Day. It has been loved by anyone who isn't a vegetarian for the past 10 years and changed the way our country celebrates our national day. Training up a new generation of lamb lovers will ensure the tradition of eating Lamb on Australia Day will continue well into the future,” adds Warren Brown, BMF Creative Founder.

The spot was directed by Jungleboys' Scott Pickett, who is also represented by Generator Films in the UK. 

Credits

Client: MLA
Creative: BMF
Media: UM
PR: Hausmann

Credits:
Executive Creative Directors: Carlos Alija & Laura Sampedro
Creative Founder: Warren Brown
Creative Team: Andie Graham, James Beswick, Janet Szabados

Interaction Design Lead: Nev Fordyce
Managing Partner: Stephen McArdle
Head of Account Management: Lisa Ramsey
Account Director: Kelly Howard 
Account Manager: Simon Starr 
Account Executive: Megan Mabin
Planning: Thomasine Burnap
Agency Producer: Jenny Lee-Archer, Sue Hind
Director: Scott Pickett
Production Company: Jungleboys
Producer: Nick Simkins
Post Production: David Mosqueda, White Chocolate
DOP: Anna Howard
Editor: Paul Swain, Jungleboys
Sound Studio/Engineer: Andrew Stevenson/We Love Jam
Music/Composer: Hylton Mowday/We Love Jam
Designers: Matthew Hughes 
Digital Project Manager: Jo Cooper
Technical Director: Mark Ellis 
Photographer: Mat Baker
Print Producer: Karen Liddle
Art Buyer: Basir Salleh