Australian Lamb - The Comments Section The campaign uniting comment sections online, written by comment sections online. Unity is at the core of the Australian Lamb brand. Because Australian lamb meals are largely a shared experience, bringing friends and family together. Every year, the brand’s summer campaign focuses on uniting a divided Australia, via a Lamb BBQ. Seeking to generate enormous levels of earned media, brand fame and subsequently sales of lamb, by positioning Lamb as the meat that unites Australians. Based on the insight that as a nation Aussies are far more divided online than we are in real life, The Comments Section centres on a metaphorical representation of online comment sections as stadium seating, who are eventually united by lamb. Every comment in the campaign is real. Social listening collected hundreds of hilarious, REAL comments, which were then woven into a script. Real comments about the film were also used to create OOH and TVCs driving viewership of the online film. The commercial was viewed 20+ Million times in its first month, becoming the most viewed Australian ad online ever in Australia.