2025 Summer Lamb Campaign Takes Silver at Cannes Lions

https://www.youtube.com/watch?v=75BAUXZyWw0" title="The Comments Section – 2025 Summer Lamb Campaign

Meat & Livestock Australia (MLA)’s groundbreaking 2025 Summer Lamb campaign, titled The Comments Section, has achieved a remarkable milestone by winning a Silver Lion at the prestigious Cannes International Festival of Creativity. This victory marks the first-ever Silver Cannes Lions award for Australian Lamb in the campaign’s 20-year history.

The Cannes Lions Festival, held annually in Cannes, France, is renowned as the world’s leading celebration of creativity in advertising and communications.

Standing Out Among Giants

This year, The Comments Section distinguished itself in the Film/Viral Film category, capturing a Silver Lion from an impressive pool of 1,636 global entries. This included competition from some of the most iconic brands worldwide, such as Apple, Nike, L’Oréal, Adidas, and Budweiser.

Creative Vision Behind the Campaign

Produced by Droga5 ANZ, a part of Accenture Song, and directed by Max Barden from The Sweetshop, the campaign creatively brought to life real Australian social media comments, transforming them into a vibrant cauldron of opinions, misunderstandings, and cultural clashes.

The ad resonated deeply with audiences by providing a reflective lens on Australia’s digital discourse while reinforcing the notion that lamb is the ultimate unifying element that brings people together.

Industry Impact and Reflection

According to MLA’s General Manager of Marketing & Insights, Nathan Low, this annual campaign aims to articulate the cultural landscape of modern Australia. “To see The Comments Section and Australian Lamb recognized at Cannes Lions is not just an acknowledgment of creative prowess, but also a testament to the authentic Australian stories we aim to convey,” Mr. Low stated.

He further emphasized, “This win underscores the importance of long-term brand investment for our levy payers. The Summer Lamb platform consistently delivers significant returns by driving demand and creating a premium image of Australian Lamb, both domestically and internationally.”

“We are incredibly proud of this achievement, and it serves as a reminder that when we share our story with creativity and audacity, the world takes notice.”

A Global Standing

The Comments Section stands out among only 15 campaigns globally to earn a Silver Lion, positioning itself alongside some of the most innovative and impactful advertising efforts in the world. This significant win affirms the Summer Lamb campaign’s enduring legacy as a culturally resonant platform that generates tangible impact for Australian lamb producers and levy payers alike.

Source: MLA. Watch The Comments Section here.