In Australia, being unAustralian is the ultimate indiscretion.

And the ultimate unAustralian act is not eating Lamb on Australia Day - at least according to Sam Kekovich.

For 6 years, he’s offered a simple cure for the "disease" of "unAustralianism": Lamb. His well-loved campaign has made Lamb on Australia Day, what turkey is to Xmas.As Australia's first official LAMBASSADOR, Sam’s dip-lamb-atic mission is to cure Europe's current malaise.

Sam feels Europe is just not Australian enough. If it were, its economy might have avoided the Global Financial Crisis, just like Australia.

So how can Europe be more Australian? You guessed it: eat more Lamb.Cultural references: Bogans – classless, fashion-challenged person (British “chav” or American “trailer trash”.)“Spreadbetting through a subcontinent cricket team”: reference to recent Pakistan scandal.“it took longer to work out who was running Australia, than it did to get the winner of Australia’s Next Top Model”: After the 2010 elections in Australia, it took over 3 weeks to form a government.On Australia’s Next Top Model, the wrong winner was announced live on national television – then changed 10 minutes later.

Donkey vote – voting mindlessly in ballot-paper order.

The concept for the promotion was that Sam be appointed Australia’s first official LAMBASSADOR.

His diplambatic mission? To rescue Europe by making it more like (economic powerhouse) Australia.We launched with a 90” Lambassadorial television address to the nation.Our Lambassador then embarked on a 45,000km Chop Deck tour of Europe, documented with daily segments on breakfast TV, current affairs shows and a prime time appearance on Australia’s leading travel show Getaway – a first for an advertising campaign character.

The Lambassador concept carried through online (including social media) and in point of sale.

Australians were engaged like never before:-Our leading supermarkets spent an estimated $1million featuring Sam in ads.-Over $7.4 million media coverage on $800,000 spend.-Over 5 million views of Sam’s online videos.-Online mentions of Lamb increased up to 900%.-Up to 700 facebook interactions per day, with almost 50% more fans battling Vegan attacks and even creating their own Lamb pages.Which drove:-Record lamb consumption-Sales increases of up to 20% on 2010.-The week including Australia Day 2011 was the biggest Lamb sales week ever.