At their core, marketing campaigns are stylised messages. They’re a way for organisations to highlight the important aspects of their message in a visceral and powerful way. Through repetition, campaigns engrave themselves into the memory and hearts of their target audience.
Because it can be expensive to ideate and execute on a campaign, they are typically used to advertise products. The reason for this is simple: If a campaign drives business, it generates a return on investment.
However, campaigns aren’t always about advertising products. Take this Australia Day lamb ad, for example:
Sam Kekovich, beloved Australian “lambassador”, said the following about the campaign in an interview with News.com.au:
“At the end of the day, Australia Day is about a bunch of people coming together around a barbecue, over some lamb, taking a deep breath, and treating people the way you’d like to be treated.”
The ad is a brilliant example of a campaign designed to communicate principles, rather than product benefits. Kekovich understands his role in the public eye, and Lee Lin Chin steals the show with her serious delivery.
But aside from being conceptually strong, the ad is just a joy to watch. Its high-budget production and dark humour make for a pretty incredible viewing experience, so make sure you don’t miss it.
