For the last two years Sam Kekovich has made lamb Australia’s national meat, encouraging people to fight against unAustralianism (the worst possible insult for an Aussie) by having a lamb barbecue on Australia Day. But how could we keep the campaign new and fresh?

2007 is an election year in Australia, so we turned the traditional lamb barbecue into a political movement called The Australia Day Party. We aimed to generate even more media interest and controversy than previous years. The fully integrated campaign mimicked election advertising and included:-national 3-minute launch TVC filling an entire prime time ad break-two 15-second TVCs-90-second radio -POS materials parodying political posters-website - votelamb.com.au - with “How Australian are you?” quiz, and daily blog with pics from Sam’s “campaign trail” around Australia: meeting people, opening butcheries, and of course, kissing babies.