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You never lamb alone

agency. The Monkeys
production. Lachlan Dickie @Rabbit Content, Paul Middleditch @Plaza Films

BBQs are all about people coming together. Every year around Australia Day (peak BBQ season), MLA’s new lamb ad is like a mini-superbowl moment with national news poised to pull it apart or put it on a pedestal. We used this national awareness moment to first generate mass conversation by being ridiculously patriotic...

The following year we converted that momentum to change the narrative and refocus the conversation around a nationally important issue—the true nature of Australia Day with "The First First Fleet".

branded content. The Trinity Experiment


To demonstrate the importance of a balanced diet in an MLA way, we created a barely educational content series following the results of a groundbreaking and very questionable experiment into human nutrition.

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