Meat & Livestock Australia
The Comments Section - 2025 Summer Lamb ad
Jan 2025
Meat & Livestock Australia’s 2025 Summer Lamb campaign, The Comments Section, leans into the digital-first era of public discourse. The spot features two dog groomers whose social media post garners an unexpected, stadium-sized audience of spectators who react with vocal, often humorous commentary in real-time. Produced by The Sweetshop, the film uses clean, live-action techniques to integrate the bustling crowd into a bright, outdoor setting. The project features creative direction from Droga5 ANZ, part of Accenture Song, and relies on dynamic staging to bridge the gap between niche hobbies and the hyper-social environment of the comments section.
Humorous, Horizontal, Commercial, Clean
CPG / Packaged Food
Park
Advertising Campaign, TVC / TV Commercial
