Meat & Livestock Australia (MLA): Lamb Side Story by The Monkeys

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Meat and Livestock Australia (MLA) has launched Lamb Side Story, a satirical musical ad which marks the latest instalment in the brand’s ongoing We Love Our Lamb campaign.

The ad is a spoof of West Side Story’s iconic battle scene with the rival gangs made up of stereotypes from the left and right of Australian politics. The ad sees the rivals forget their differences to come together over a lamb barbeque.

The Lamb Side Story ad will run across digital, social, TV and cinema with support from PR and media partnerships. The campaign also incorporates in-store, point-of-sale and recipes to promote different cuts and cuisines.


Creative Agency - The Monkeys

Executive Creative Director / Partner - Scott Nowell

Creative Director - Scott Dettrick

Art Director - Scott Zuliani

Copywriter - Tim Pashen

Head of Planning - Michael Hogg

Planner - Charlotte Marshall

Head of Production - Thea Carone

Senior Producer - Jade Rodriguez

Group Content Director - Humphrey Taylor

Senior Content Director - Katie Wong-Hee

Content Manager - Victoria Zourkas

Content Executive - Will Davies

Production Company - Plaza Films Director - Paul Middleditch

Executive Producer - Peter Masterton Producer - Alex Taussig

DOP - Daniel Ardilli

Post Production - The Editors Editor - Stu Morley

Sound house - Song Zu Composer - Remesh Sathiah

Media Agency – UM

Group Director - Mike Worden

Senior Client Director - Tim Rogers

Sydney Strategy Director - Chris Colter

Strategy Director - David Toussaint

Partnerships Manager: - Jessica Ngu

Partnership Trader - Emily Ng

PR Agency – One Green Bean

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