MLA launches fight against 'Lambnesia' with Sam Kekovich

The campaign follows up on last year's "collamboration" (groan) between the client and agency BMF, which mixed lamb recipes and high fashion.

This year's ‘Lambnesia’ campaign launched with a short teaser showing Kekovich getting hit on the head by a cricket ball.

Cut to a TVC feeaturing Kekovic talking to a psychiatrist and suffering from an acute case of lack of lamb, or Lambnesia—a condition that makes him forget his Australian identity. Symptoms of this include Kekovich dancing to Gagnam style and getting his nails painted.

To end his suffering, Kekovich makes it his mission to raise awareness for this un-Australian condition. To that end, he initiates the ‘National Lambnesia Test’, a rapid-fire online game that tests one's knowledge of Australian culture with 30 questions in a minute. Based on the quiz-taker's proficiency at identifying things that are Australian versus non-Australian, the quiz tells the citizen how much lamb he or she needs to eat in order to be properly patriotic on Australia Day. It also offers recipes.

Kekovich and the test have been integrated into a one-hour TV special ‘The Australia Day Showdown’, which will be aired on Ten on Australia Day. The campaign also includes point-of-sale and social media elements.

Creative Credits
 
Creative Agency: BMF

Client: Meat & Livestock Australia

Media Agency: UM

PR: Hausmann Communications
Managing Partner

BMF Credits

Managing Partner: Stephen McArdle
Executive Creative Directors: Carlos Alija & Laura Sampedro
Creative Team: Carlo Mazzarella & Jonty Bell
Planning: Christina Aventi
Director: Taika Waititi
Production Company: Curious Film
Post Production: Frame Set & Match – Ben Eagleton
Agency Producer: Sue Hind
Editor: Chris Leaver (Online) & Luke Haigh (Offline)
Photographer: Mat Baker
Producer: Matt Noonan & Peter Holani
Print Producer: Karen Liddle
Art Buyer: Basir Salleh
Music & Sound Production: Sonar Music – Mikey Lira
Designers: Matthew Hughes & Indah Shillingford
Digital Creative Team: Carlo Mazzarella & Jonty Bell
Tim Smith & Simon Koay
Interaction Lead: Nev Fordyce
Digital Project Manager: Rachel OʼToole
Technical Director: Doug Rathbone
DoP: Daniel Ardilley
Illustrator: Mike Watt
Client Director: Bec Morton
Account Director: Kelly Howard
Account Manager: Samantha Heckendorf
Account Executive: Sarah Hood & Rose Flowers