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Meat & Livestock Australia: The Comments SectionTop 6 this week
Australian Lamb is back. And this year, the summer campaign is skewering the online comments dividing our nation. Created by Droga5 ANZ, part of Accenture Song, and directed by Max Barden from The Sweetshop, the film was created with 100% real Australian comments sourced from online platforms including Instagram, TikTok, Reddit, Facebook and YouTube. From an innocuous cuppa to a jacked Artificial Intelligence Kochie, it feels like everything is dividing the nation - that is until a lamb BBQ appears to remind Australians that when we get out of the comments and into the cutlets, we’re a kinder more united country. The first campaign to be released by Droga5 ANZ, the ad is accompanied by a bespoke 15” and OOH campaign that uses real comments about the ad, both good and bad, to drive people to watch the full film online. The ad premieres during the evening news of Seven and Nine yesterday (7th January), followed by a national media campaign rolled out by UM across BVOD, SVOD, YouTube, cinema, paid social and retail OOH. With One Green Bean driving reach across earned media and owned social.
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