Australian Lamb faced its most challenging times ever going into summer 2021. Record-high retail prices, record-low wage growth, Australia’s first recession in 29 years, and a once-in-a-century pandemic that extinguished Australia’s BBQs, lamb’s primary occasion.

The brief was to renew Australia’s love for Lamb as the meat that brings people together.

With a bold ambition to get the entire nation talking about lamb, overcome its price premium and reverse a three-year volume decline.

‘Make Lamb, Not Walls’ combined an enduring brand strategy with a culturally provocative idea, resulting in Australian Lamb’s most talked about and successful campaign in its history.

The film is set in a not-so-distant dystopian future, where the bickering Australian states have slammed shut their borders. In 2031, the nation is permanently divided by a towering concrete wall that scythes through stunning beaches, border towns and the vast expanse of the Australian outback. Providing a tongue-in-cheek take of what could happen if division continues unchallenged. Everyday life continues in the shadow of the great wall, until the mouth-watering aroma of Australian lamb kick-starts a revolution to tear it down. We follow people from all over Australia attacking the wall with hammers, spades, mops, BBQ tongs, a tractor and even a tank. As the wall comes down, we see the 8 states coming back together, whilst taking every opportunity to have a satirical swipe at one another. Until the nation is finally reunited around an epic lamb BBQ setup heroically at the top of a mound of rubble.