MLA

You Never Lamb Alone

Online Film

Case Study

The first brand to show Australia’s True Colours

Australia is one of the most multicultural places on earth. But turn on a TV down here, and you couldn’t tell. So, in a year when racial tensions, prejudice and discrimination were sweeping the globe, Meat and Livestock Australia showed Australians there’s more that unites us, than divides us.

For the very first time, a major brand reflected what Australia really looks like – including people of every race, religion, gender, age, ability, and sexual orientation in an historic moment in Australian media. The film also acknowledged our nation’s original inhabitants – something the Australian constitution still doesn’t to this day.

Results:

The video immediately went viral (6.1 million combined views in 3 weeks across YouTube and Facebook)

379 unique pieces of editorial coverage

Over 171 million media impressions

Top 10 most viewed YouTube videos in Australia, Q4 2016

Note: Current Australian population is 24.3 million

Watch the original video on News.com.au»