One in 2 grocery buyers were exposed to Lambnesia, one in 23 watched the bespoke TV program and one in 40 took the National Lambnesia Test.

Test results confirmed 294,000 cases of Lambnesia, and thanks to the social nature of the idea conversations about Lamb doubled.

The Lambnesia epidemic sent people rushing for a cure to their un-Australian thoughts:

• The number of people that believe Lamb is the patriotic choice on Australia Day increased by 19%: from 77% to a massive 96% of the population.

• Sales of Lamb increased by 48%.

The first infection:

Live on TV Lamb’s famous ambassador Sam Kekovich was knocked out in a seemingly innocent accident. Strange social updates hinted that something was wrong. Content seeped into the media and sparked public concern. Our most loved Australian was acting - well un-Australian. Lambnesia had struck.

The epidemic:

Media was used to warn Australians of the contagious nature of Lambnesia. Outdoor and POS targeted people in areas of congestion, high frequency radio & digital kept the threat ever-present, and social seeding spread the paranoia. A TV program was even created to highlight the early warning signs of the disease.

The treatment:

The National Lambnesia Test was created to diagnose un-Australian behaviour. Social channels were used to enlist examinees and spread the results, whilst street teams picked on worried pedestrians. The test prescribed the only cure to Lambnesia: a healthy dose of Lamb on Australia Day.

Lamb is Australia’s favourite meat and is often eaten on our national day. But so too are sausages, burgers and meat pies.

The brief: “Last year was our best ever but this one needs to be better. Just sell more Lamb on Australia Day.”

Enough of asking nicely, it was time to break with conventions and play on everyone’s worst fears.

The insight: No Aussie wants to feel un-Australian, especially on our national day.

“Better” became the creation of nationwide paranoia of something terribly un-Australian.

The idea: The LAMBNESIA EPIDEMIC.

Lambnesia is a disease that allows un-Australian thoughts to enter one’s brain. It strikes when you least expect it and is highly contagious. The only known cure for Lambnesia is eating Lamb on Australia Day.

From the first infection to a topic of national concern, media constructed the entire Lambnesia epidemic and prescribed Australians with the cure.