In 2020, Australian Lamb consumption was the lowest in a decade. Changing diets, record-high prices and COVID-19 restrictions had extinguished lamb consumption occasions, especially BBQs. To counter this for summer 2021, Meat and Livestock Australia challenged The Monkeys Australia to put lamb back into public awareness, justify its price premium, prompt purchase, and reignite the nation’s love for lamb.
Acknowledging that COVID-19 travel restrictions were fuelling interstate rivalries and border wars and building on the insight that eating lamb was often a more shared experience than consuming other meats, The Monkeys Australia set about on a great reunification by subverting ‘the ridiculousness of divisive border parochialism’ and celebrating how Australians were better together, united by their taste for lamb.
With its lowest budget in a decade, but needing to reach the whole nation during a six-week campaign, The Monkeys Australia decided on a three-phase creative and media strategy that would drive brand fame and unite Australians in spirit, conversation and ultimately over lamb BBQ’s. This was achieved through a short film depicting a fictional future Australia, launched on digital and social channels and followed up with TV edits, to extend reach across national broadcasters. This was coupled with a series of OOH posters touring state borders and parliament buildings satirically depicting warring premiers united over a succulent lamb cutlet.
With no targets spared from ridicule, the campaign tapped into the uniquely Australian characteristic of poking fun at each other and endeared lamb to all Australians with a much-needed laugh after the most un-Australian year ever. The results were remarkable.
Other key results:
Says Harjot Singh, convenor of judges and global chief strategy officer at McCann: “Congratulations to The Monkeys Australia for winning Bronze at this year’s IPA Effectiveness Awards. During extremely challenging times they developed a strategy that struck a chord with the Australian public and delivered outstanding results.”
Says Angelique Waker, director of brand and marketing Effectiveness, Bupa (UK) and client judge, IPA Effectiveness Awards: “A fantastic example of creativity that really tapped into a political moment in quite a challenging way.”
Acknowledged as the world’s most rigorous and prestigious Awards scheme, the IPA Effectiveness Awards require winners to demonstrate the value created by their marketing and communications activity.
In total, eight Gold, seven Silver and 13 Bronze prizes, along with 10 Special Prizes, were awarded to companies from the UK, USA, Australia, Canada and Chile across Not-for-profit and Global, Regional and Single Market categories.
The night’s top prize, the 2022 IPA Effectiveness Awards Grand Prix was won by VCCP for its ‘There’s a glass & a half in everyone’ campaign for Cadbury, which drove a 22% increase in annual sales value, helping Cadbury grow annual revenues to be £261m higher in 2021, compared to 2017.
Sixty cases were entered into this year’s Awards and evaluated by client, industry and technical judging panels, overseen by chair of judges, salesforce president and chief strategy officer, Gavin Patterson, convenor of judges, global chief strategy officer at McCann, Harjot Singh and deputy convenor, chief strategy officer at Ogilvy, Jo Arden.
All winning case studies are available to download from the IPA website or from WARC. The 2022 IPA Effectiveness Awards are sponsored by Google, System1, Thinkbox, The B2B Institute at LinkedIn and WARC.
Full list of 2022 IPA Effectiveness Awards Winners:
Special Prizes:
Grand Prix:
The Channon Prize for Best New Learning:
Best B2B:
Best Demonstration of Purpose (For-Profit):
Best Demonstration of Purpose (Not-For-Profit):
Best Small Budget:
The President’s Prize for Behavioural Change:
The Broadbent Prize for Best Dedication to Effectiveness:
Effectiveness Company of the Year:
Effectiveness Network of the Year:
Gold winners:
Not-for-profit Entries:
Regional Market Entries:
Single Market Entries:
Silver winners:
Global Market Entries:
Not-for-profit Entries:
Single Market Entries:
Bronze winners:
Not-for-profit Entries:
Regional Market Entries:
Single Market Entries:
Google “Lushsux kissing”
Cool, then Google United colours of Benetton ‘Unhate’
Unhate…
Just watched the film again. Captured the moment in time perfectly.
By far the best Lamb campaign to date.
Isn’t this from years ago?
To get that TV ad up, with that amount of actors, glory hole / penis jokes, and a client even prepared to take the mic out of the joke of a PM we had at the time – while having to cooperate with the government on key business levels – is a celebration in itself. Well done on the award. I’d hate to go back and read the comments that would have been on the original posting.
Brezhnev and Honecker on the Berlin Wall
I love the haters. From memory The Monkeys acknowledged that the posters were a parody of the famous Berlin Wall – Fraternal Kiss but with Lamb in place of a kiss.
The Fraternal Kiss was the original. So my question to the haters, how do you feel about Lushsux and Benetton copying the original Berlin Wall piece? At least The Monkeys acknowledged it was a parody and not claiming it as an original.
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