MLA - You'll Never Lamb Alone
In September 2016, PREMA SMITH was proud to contribute to an award-winning Spring Lamb campaign launch positioning lamb as the non-discriminatory and all-inclusive meat. In other words, Campaign Brief notes "... the central role [that] lamb plays in celebrating the face of modern Australia
and bringing everyone together, no matter their race, religion, gender, sexual orientation, age or ability." Forward-thinking advertising professionals lament the discrepancy between the "true face of Australia" and what's on our screens, so they wanted to prove that lamb could be the "ultimate cross-cultural protein." It looks like it's working!