Australian Lamb

Proudly Un-Australian

When it comes to our national identity, 'Un-Australian' has become a weaponised term of division, used and abused by so many, it's rendered almost everyone un-Australian. As a brand that popularised the term in its Australia Day Lamb ads of the 2000's, it was time for Aussie Lamb to flip the script and redefine what it means to be an Australian.

Case study

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