This year’s Aussie lamb ad has won a Silver Lion at the Cannes International Festival of Creativity.
Meat & Livestock Australia (MLA) General Manager of Marketing & Insights Nathan Low said “The Comments Section” advertisement was the first Silver Cannes Lions win in the Film/Viral Film category in the Australian Lamb campaign’s 20-year history.
Mr Low said the Cannes Lions Festival, in France, was the world’s most prestigious celebration of creativity in advertising and communications.
He said the Aussie lamb ad earned the Silver Lion from a field of 1636 global entries, including work from some of the world’s most iconic brands such as Apple, Nike, L’Oréal, Adidas and Budweiser.
“The ad struck a chord with audiences by holding up a mirror to Australia’s digital discourse while reminding us that lamb is the ultimate unifier and brings us all together.”
Mr Low said the ad (watch it below), created by Droga5 ANZ, and directed by Max Barden from The Sweetshop, cleverly brought to life real Australian social media comments by reimagining them as a real-world cauldron of opinions, misunderstandings, and cultural clashes.
“To see The Comments Section and Australian Lamb recognised on the global stage at Cannes Lions is not only a celebration of creative excellence, but a powerful endorsement of the authentic Australian cultural stories we aim to tell with the annual Lamb campaign.”
He said “The Comments Section” was one of only 15 campaigns globally to receive a Silver Lion.
