MEAT and Livestock Australia’s 2025 Summer Lamb campaign, ‘The Comments Section’ has made history with its first Silver Cannes Lion win in the festival’s film category.

‘The Comments Section’ had already been a winner with the Australian public, with the most number of Australian digital views in the campaign’s 20-year history.

The Cannes Lions International Festival of Creativity is held annually in Cannes, France, and is regarded as the world’s most prestigious celebration of creativity in advertising and communications.

MLA said the lamb campaign won the Silver Lion from a field of 1636 global entries, including work from some of the world’s most iconic brands such as Apple, Nike, L’Oréal, Adidas and Budweiser.

The Comments Section was created by Droga5 ANZ, part of Accenture Song, and directed by Max Barden from The Sweetshop. MLA said it cleverly brought to life real Australian social media comments by reimagining them as a real-world cauldron of opinions, misunderstandings, and cultural clashes.

MLA said the ad struck a chord with audiences by holding up a mirror to Australia’s digital discourse while reminding us that lamb is the ultimate unifier and brings us all together.

The ad received 631,000 comments/likes/shares, 752 pieces of media coverage and brand consideration for the Australian Lamb brand lifted 7 percent compared to last year. Brand consideration refers to people recognising and selecting the Australian Lamb brand when shopping.

MLA’s general manager of marketing & insights Nathan Low said the annual campaign aimed to articulate a cultural reflection of modern Australia.

“To see The Comments Section and Australian Lamb recognised on the global stage at Cannes Lions is not only a celebration of creative excellence, but a powerful endorsement of the authentic Australian cultural stories we aim to tell with the annual Lamb campaign,” he said.

“This win reinforces the value of long-term brand investment for our levy payers. The Summer Lamb platform continues to deliver strong returns by driving demand, building brand equity, and positioning Australian Lamb as a premium, tasty and nutritious protein, both at home and abroad.

“It’s a proud moment for our industry, and a reminder that when we tell our story with creativity and boldness, the world takes notice,” Mr Low said.

The Comments Section was one of only 15 campaigns globally to receive a Silver Lion, standing shoulder to shoulder with the world’s most innovative and impactful advertising, MLA said.

MLA said thes milestone win reinforced the Summer Lamb campaign’s legacy as a culturally resonant platform that delivers real-world impact for Australian lamb producers and levy payers.

Watch The Comments Section here: The Comments Section – 2025 Summer Lamb Campaign

Source – MLA.