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Following the recent launch of their wildly popular lamb ads, Meat and Livestock Australia have again got us laughing with their latest activation which features Aussie state leaders sharing lamb with one another.
The digital billboards include NSW Premier Gladys Berejiklian getting stuck into a lamb chop with her Queensland equivalent, Annastacia Palaszczuk, and will be placed on billboard trucks in the Sydney CBD and Brisbane CBD - as well as the border town of Coolangatta.
Another mural depicts Berejiklian and Victorian premier Daniel Andrews also chowing down on the same piece of lamb and is set to tour the NSW-VIC border town of Albury-Wodonga, while a third illustrates PM Scott Morrison and WA premier Mark McGowan in a warm embrace as they, too, share a meal.
"During 2020, for the first time in history, some Australian states closed their borders, separating families and loved ones, causing confusion, and highlighting some simmering political tensions," MLA domestic market manager Graeme Yardy said.
"As the brand that stands for unity, we thought it only appropriate to bring our leaders back together, in the most delicious way possible, with a juicy tender BBQ lamb cutlet.
"Our hope is that Australians will see these murals as a fun symbol of our country, doing what it does best, putting its differences aside and working together to overcome adversity."
The concept, created by The Monkeys, part of Accenture Interactive, and illustrated by Nigel Buchanan, is a parody of 'the kiss'.
"Depicting our leaders coming together over a lamb cutlet perfectly complements the wider 'Make lamb, not walls' campaign," The Monkey executive creative director Vince Lagana said.
"Most of the murals are positioned near state borders as we continue to unite the nation through some much needed light-hearted humour the way only Australian Lamb can."
Australian Lamb also commissioned research prior to going forward with the murals, with results finding 51 per cent of respondents felt each Australian state and territory was a separate country last year.
The company's latest commercial went viral as it parodied the Berlin Wall as Australians broke down state borders to bring the nation together over a summer BBQ, referencing the previous year's division among the Australian states amid the coronavirus pandemic.
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