You Never Lamb Alone
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.
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