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Category
Direction / Single
Annual ID
OS25_MI064M
Background
The annual MLA Summer Lamb campaign is an institution in Australian advertising. Every January they launch a campaign that aims to not only entertain but provoke a discussion around our cultural identity. This year, it is based around online comments and how caustic we can be towards each other. It is aiming to shine a light on how divided we are in the online world compared to the real world. It always includes the Lambassador, Sam Kekovich, to support the message that Lambs brings everyone together.
Creative Idea
MLA Summer Lamb focuses around The Comments Section, which reveals, through the course of various current events, how divided we are as a nation. That is until a lamb BBQ appears to remind everyone that when we get out of the comments and into the cutlets, we are a kinder, more united country.
Insights & Strategy
MLA Lamb is the answer to the issue that as a nation we are divided on so many topics when it comes to commenting online. We see now more than ever that people use the comments section to argue about every topic imaginable. MLA Lamb inspires us to get off our devices, connect in person and foster real unity in an irreverent way.
Execution
Initially, the director crafted the script using the authentic comments available, balancing story and humor. Then using the storyboards, he created multiple animatics to see which comments combined and contrasted best. With just two shoot days, he carefully cast a diverse group and planned each line to allow flexibility in the edit. Working closely with the editor and Alt FX, he ensured seamless storytelling, refining performances while overseeing CGI integration—delivering a polished final piece with a post schedule of two weeks.
Results
Australian Lamb’s “The Comment Section” campaign launched on 6 January 2025.
The impact was seen immediately through national and international press coverage, with over 700 individual articles earning Lamb over 180 million opportunities to see.
Total completed views of the online film sit at 20,140,158 on 11 February 2025. Viewership of this asset is one of the main objectives of the campaign, as it drives Lamb’s salience, brand affinity and consideration. This figure more than doubles the campaign aim of 10M views over the campaign period.
Engagement has been overwhelmingly positive with Aussies and non-Aussies alike, with many comments branding this not only ‘the best lamb ad of all time’, but the ‘greatest ad I think I will ever see in my lifetime’. The commercial became the most viewed Australian ad by Australians on YouTube ever.
This has solidified Australian Lamb’s positioning as the meat that unites Aussies. Upon launch, Australian butchers and Australian supermarkets have reported a spike in sales due to overwhelming demand. At time of submission longer term business outcomes are yet to be seen, however based on previous campaigns with similar levels metrics, an increase in value of between 12 and 20 in sales is seen compared to the prior year. Available data indicates the campaign will reach or surpass this.
The impact was seen immediately through national and international press coverage, with over 700 individual articles earning Lamb over 180 million opportunities to see.
Total completed views of the online film sit at 20,140,158 on 11 February 2025. Viewership of this asset is one of the main objectives of the campaign, as it drives Lamb’s salience, brand affinity and consideration. This figure more than doubles the campaign aim of 10M views over the campaign period.
Engagement has been overwhelmingly positive with Aussies and non-Aussies alike, with many comments branding this not only ‘the best lamb ad of all time’, but the ‘greatest ad I think I will ever see in my lifetime’. The commercial became the most viewed Australian ad by Australians on YouTube ever.
This has solidified Australian Lamb’s positioning as the meat that unites Aussies. Upon launch, Australian butchers and Australian supermarkets have reported a spike in sales due to overwhelming demand. At time of submission longer term business outcomes are yet to be seen, however based on previous campaigns with similar levels metrics, an increase in value of between 12 and 20 in sales is seen compared to the prior year. Available data indicates the campaign will reach or surpass this.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Droga5 ANZ, part of Accenture Song / Sydney
Client / Brand
Meat & Livestock Australia
Production Company
The Sweetshop
Art Director
Ben Fesselet
Chief Creative Officer
Tara Ford
Copywriter
Ewan Harvey
Director
Max Barden
Director of Photography
Crighton Bone
Executive Creative Director
Hugh Gurney
Joe Sibley
Producer
Jane Smith
Agency Art Director
Aïcha Wijland
Executive Producer
Kate Roydhouse
Senior Producer
Simone O'Connor
Business Director
Harrison Stone
Business Executive
Matt Stafford
Co-Managing Director
Edward Pontifex
Greg Fyson
Head of Business Management
Topher Jones
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