BMF launches Sam Kekovich’s annual Australia Day address taking aim at Europe’s economy

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Australia’s Lambassador, Sam Kekovich, has embarked on another diplambatic mission, this time to help the EU out of its current economic woes. His recipe is simple: Europe should be more Australian.   

The economically challenged Europeans could do a lot worse than taking a leaf out of our book – which means eating more lamb, especially on Australia Day.

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In the spot created by agency BMF Sydney, Samʼs Chop Deck tour of Europe sees him barbecuing in the blizzards in London, riding through the ruins on a donkey in Greece, frowning at frogsʼ legs in France, and racing around Rome in a Lamborghini.

Says MLA general manager marketing Glen Feist: “The popular campaign targets Australiaʼs growing love for lamb on Australia Day, and the fact that Aussies love seeing the ʻAustralian-wayʼ being spread across the globe.”

Says Dennis Koutoulogenis, BMFʼs creative director: “Being of Greek and Italian heritage myself, I think itʼs no accident weʼre doing better than our European cousins. Itʼs because of our great Australian tradition that, wherever youʼre from, we get together to chuck some lamb chops, souvlaki or tandoori cutlets on the barbie on January 26 – and sink a few cold ones.”

The campaign will launch with Samʼs 90-second television address, to be screened in all capital cities from Monday 10 January 2011. Complementing the television commercials will be  a number of ʻSamʼs European tourʼ segments airing on Getaway and the Today Show, as well as online and retail support.

Advertising Agency: BMF, Sydney

Creative Director: Dennis Koutoulogenis

Copywriter: Dennis Koutoulogenis

Art Director: Jake Rusznyak

Agency Producer: Sue Stewart

Directors: Trent O’Donnell and Al Morrow

Production Company: Jungle Boys

Post Production Company: Jungle Boys / Emerald City Design

Sound: Sound Reservoir

Client: Meat & Livestock Australia

Media Agency: Universal McCann

PR Agency: Hausmann Communications