Meat & Livestock Australia - The Ultimate Social Device

Young Australians are said to be the most disconnected generation yet, despite being constantly plugged into the digital world. To encourage more quality face-to-face time with their friends, Australian Lamb has launched an online campaign positioning lamb as The Ultimate Social Device.

The campaign parodies tech brand advertising and introduces lamb as the year's greatest innovation, boasting features like Great Memory Capacity, BBQ-compatibility, and Reliable Connection—anywhere.

Created by The Monkeys, part of Accenture Song, and directed by Max Barden from The Sweetshop, the 30, 15, 10 and 6 second spots are running across YouTube, Instagram, Facebook, and digital TV. The campaign is further supported by large scale OOH displays in retail centres across Australia and influencer unboxing videos on Instagram.