Meat & Livestock Australia produces a Spring Lamb ‘Collamboration’ in new spot via BMF
Meat & Livestock Australia has produced a Spring Lamb ‘Collamboration’ with fashion designer Leona Edmiston (left) and celebrity chef Ben O’Donoghue (right) via BMF.
In recent years, MLA’s Spring Lamb campaign has leveraged spring fashion to promote lamb as a fresh and stylish meal option. This year’s campaign takes a tongue in cheek look at the similarities and contrasts between the food and fashion worlds, with a ‘collamboration’ between a the chef and designer.
Edmiston and O’Donoghue worked together to create a recipe collection inspired by the latest spring fashion trends. These were then published in a free recipe collection (created in collaboration with ACP Magazines), ‘CHOP TIL YOU DROP’. 2.5 million copies were printed and distributed to meat retailers and within ACP titles.
Says Andrew Cox, MLA’s marketing manager: “The fashion theme resonates with consumers during spring, a traditional peak in lamb supply. This campaign builds on the success of the fashion inspired spring lamb campaigns of previous years which delivered strong results.”
Says Carlos Alija and Laura Sampedro, BMF’s executive creative directors: “Bringing together a famous chef and fashion designer has been an exciting experience, proving that the collaboration of two creative disciplines is always fertile, unexpected and a little crazy too.”
The TV commercial (directed by UK directors Diamond Dogs via Photoplay) brings to life the playful creative chaos caused by these two worlds colliding.
The posters feature illustrations by Swedish fashion illustrator Cecilia Carlstedt, who has illustrated for London Fashion Week, W Magazine and Swarovski.
Other campaign elements include POS, magazine and online content created in conjunction with Powered by Nine.
Creative Agency: BMF
Client: Meat & Livestock Australia
Media Agency: UM
PR: Hausmann Communications
18 Comments
puntastic and as stinky as ever
Love it!
Pllllleeeeeeeeaaaase!!!!
well done for getting UK ‘directors’ to do this.
Baaaaaad.
Baaaaaad.
The wall of lamb chop polaroids looks like a wall of merkins.
That was quite funny.
Jealous. I love it!
Nice idea.
LOVE it! Well done on getting such a ballsy idea over the line. Nice production job too. =)
Deliciously fashionable. I’m impressed!
I prefer that ad with Manu in it for Stock. That was fucking funny.
what’s going on round at BMF, this is awful.
The worst spot by BMF in years. The agency is dead man walking. Direction is shocking…… couldn’t they get a real one…..
Fuck, you can spot the lame BMF staffer posts here a mile off.
It’s easier to spot jealousy and malice around here. I’ve never been a fan of BMF but all I know is that it made me laugh louder than 99% of the stuff I get to see. That’s a thumbs up.
Sounds to me like a lot of disgruntled ex-BMFers, or those who wouldn’t mind working there themselves, jump at the chance to slag whatever work BMF posts on this blog. Say what you will, they’re still rated as one of Australia’s most creative agencies.