D&AD London

ABOUT

Online Comment Sections are fuelling division in an already divided world. But in reality, around a lamb BBQ, Aussies aren’t as divided as it seems online.

So, Australian Lamb launched a campaign to get people ‘out of the comments and into the cutlets’ with a script made from 100% real Aussie comments - sourced from the most divisive topics of the year. The film held up a mirror to the nation and showed us how ridiculous our online behaviour had become.

To drive views we turned divisive comments on the ad, into ads for the ad, and hijacked divided comment sections with branded GIFs.

AWARDS

D&AD Award - Wood Pencil

MADEIT CREDITS

  • Meat & Livestock AustraliaClient
  • Ben FesseletSenior Creative
  • Crighton BoneDirector of Photography
  • Danny LongCasting Director
  • Dave EdwardsVFX Producer
  • Edward PontifexJoint Managing Director
  • Ewan HarveyCopywriter/Senior Creative
  • Eyvonne CarforaExecutive Post Producer
  • Fergus RotherhamColourist
  • Greg FysonJoint Managing Director
  • Harrison StoneBusiness Director
  • Haydn WalkerMusic Composer
  • Hugh GurneyCreative Director/Senior Copywriter
  • Jane SmithProducer
  • Joe MorrisEditor
  • Joe SibleyCreative Director
  • Kate RoydhouseExecutive Producer
  • Katrina AquillaExecutive Producer
  • Kit LansdellBrand Strategy Director
  • Malinda McGuireVFX Producer
  • Matthew StaffordAccount Executive
  • Max BardenDirector
  • Penny BrownHead of Production
  • Simon KaneSound Designer
  • Simone O'ConnorAgency Senior Producer
  • Tara FordChief Creative Officer
  • Tohper JonesHead of Account Management
  • D&AD
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