Your Shot: The Monkeys’ 2017 Australia Day Lamb Ad

“Most people from different cultural backgrounds enjoy lamb – it is the perfect dish to bring everyone together.” These are the words of Mark Green, co-founder and CEO of The Monkeys, the agency behind the recent Meat and Livestock Australia (MLA) campaign, which is causing a bit of a storm Down Under. The Monkeys is well versed in producing blockbuster campaigns for the organisation – its annual Australia Day lamb campaign is anticipated in Australia in a similar way to a UK Christmas ad or a Super Bowl spot in the US. This year, though, there’s no actual mention of Australia Day in the ad. Instead, the 2017 campaign takes a broader look at Australia the country, not just the day, and the array of different cultures that make it what it is. 

The ad, which begins with a with a group of Indigenous Australians having a barbecue on a beach as ships of explorers reach the shore, has caused controversy amongst some groups because of the country’s troubling historical treatment of Aboriginal Australians and the consequences which still affect communities today. Others see it as a forward-looking, inclusive celebration of 21st century Australia.

LBB’s Addison Capper spoke with The Monkeys’ Mark Green to find out more...

LBB> There’s no mention of Australia Day in the campaign this year – explain that decision. 

MG> We made a decision to celebrate Australia and not just the day so that many more Australians could join in celebrating this great nation of ours. We feel that celebrating Australian cultural diversity is the most appropriate fit for this campaign.

For the first time ever, MLA is not doing an Australia Day campaign and instead is focused on celebrating what is good about Australia. 

LBB> It’s a big celebration of the different settlers that make up Australia – what inspired this approach? 

MG> Lamb doesn’t discriminate; it unites people no matter who they are, where they come from or what they believe in. Most people from different cultural backgrounds enjoy lamb – it is the perfect dish to bring everyone together – whether family, friends or strangers. Our campaign is conveying this, and as a result it was important to us that the cast featured in the campaign were genuinely from the regions featured, playing themselves. Everyone was excited to be involved, due to the positive sentiment attached to it.

LBB> It’s caused some controversy among certain groups within Australia – did you expect that at all when producing this? Why do you think it’s generated this chatter? 

MG> I think that the campaign on the whole has been well received. There are some sensitive moments in Australia’s history that are still yet to be resolved as a nation and I think the work taps into that broader discussion. 

LBB> What do you say in return to the criticism? 

MG> The campaign aims to promote inclusivity, diversity and the best of Australia. We pride ourselves on being inclusive and celebrating all different cultural backgrounds, faiths and beliefs. Naturally there are a lot of different points of view as to the make up of our national identity and how we represent ourselves and I think a national conversation is part of how this gets resolved. The conversation is productive. 

LBB> The criticisms are a minority of the reactions – how else are Australians talking about it? 

MG> The overwhelming reaction is that this campaign represents a united, multicultural Australia. People are loving and sharing it universally.

LBB> There’s a bunch of Aussie celebrities that feature – for our non-Australian readers, can you explain who they are and why they’re a perfect match for the campaign? 

MG> Former Australian footballer (and MLA ambassador) Sam Kekovich, Olympian Cathy Freeman and National Rugby League player Wendell Sailor. Other Aussies present include Australia’s culinary gem, Poh Ling Yeow, renowned Australian cricket player Adam Gilchrist and LGBT comedian Rhys Nicholson alongside a list of Australian extras; again proving lamb is the most multicultural meat. 

LBB> Why was director Paul Middleditch the right person to bring this idea to life? 

MG> Paul talks to Australia in a unique way and has done some of Australia’s most famous advertising campaigns. There was no one better for the job. After directing our MLA ‘Spring Lamb’ campaign, he truly believed in this campaign. 

LBB> What other activity is happening outside of the main film? 

MG> Broadcast partner Channel 9 will support the campaign from launch, with a host of activity happening throughout January. This will include integration with the Today show, Australian themed movies and on air features throughout Channel 9’s Summer of Cricket. 

The campaign will also be supported by an on air partnership with The Nova Network’s Fitzy & Wippa nationwide program. Airing from January 12 through to January 26. 

LBB> What were the trickiest components when developing this campaign and how did you overcome them? 

MG> Celebrating diversity, inclusivity and the sensitivities surrounding the topic in a uniquely Australian way was a challenge. Australians like to see themselves as a down to earth bunch who like to have a laugh and not take themselves too seriously. This campaign had to walk that line. We consulted Reconciliation Australia and many other groups to make sure we were going into the project seeing the whole picture.

The sensitivity around the colonisation of Australia meant the inclusion of Indigenous Australians (and their own cultural sensitivities) was always going to be something we had to navigate through. On top of Reconciliation Australia and the various other Indigenous cultural organisations we approached, we also consulted with the actors themselves, who played a big part in our decision-making process.