Meat and Livestock Australia (MLA)’s We Love Our Lamb float will allow any Australian, no matter where they are, to be a part of the Mardi Gras 2017 parade.
It will achieve this by carrying a digital billboard, that will screen videos of members of the LGBTIQ community and their supporters from across the country performing a dance created by We Love Our Lamb.
The dance features names like The Rack and The Rump and is set to the tune of Haddaway’s What Is Love, and the float will be accompanied by a contingent of lamb-loving, dancers in the parade along Oxford Street.
Andrew Howie, group marketing manager at MLA commented, “You Never Lamb Alone is all about coming together, celebrating diversity and championing equality, so it was natural for Lamb to join in the ultimate celebration of this – the Sydney Gay and Lesbian Mardi Gras. This sponsorship allows us to continue the story and unite with supporters everywhere to celebrate – plus, it’s not a party without lamb on the menu!”
The float is part of MLA We Love Our Lamb’s major sponsorship of the Sydney Gay & Lesbian Mardi Gras Parade, and Lamb’s commitment to bringing people together and celebrating inclusivity.
To join in, supporters just need to learn the dance and upload a video of them performing all or part of it on the We Love Our Lamb Facebook page. Anyone can do so from now until Tuesday February 28.
The sponsorship continues from MLA’s most recent You Never Lamb Alone campaigns by The Monkeys that focus on celebrating diversity and championing equal representation in the media.
The Monkeys’ new MLA lamb ad: Let’s talk about this
It launched yesterday at Mardi Gras’ Fair Day with Australian cook and lamb lover, Hayden Quinn encouraging Fair-goers to learn the dance and upload videos on the spot at the We Love Our Lamb stand. Drag queen mega-star, Verushka Darling, continuing on from her recent involvement in the Celebrating Australia campaign, was also on-site to lend a hand and get people dancing.
The Mardi Gras sponsorship and activation will be supported by a national print and digital partnership with the Star Observer, as well as outdoor and social.
Credits List:
Client: MLA
Group marketing manager: Andrew Howie
Lamb brand manager: Matthew Dwyer
Activation: Ensemble
Media agency: UM
PR agency: One Green Bean