Meat & Livestock Australia (MLA)’s  2025 Summer Lamb campaign, The Comments Section, has won a Silver Lion at the Cannes International Festival of Creativity, marking the first-ever Silver Cannes Lions win in the Film category for Australian Lamb in the campaign’s 20-year history.

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

This year, The Comments Section stood out in the Film/Viral Film category, earning a Silver Lion from a field of 1,636 global entries, including work from some of the world’s most iconic brands such as Apple, Nike, L’Oréal, Adidas and Budweiser.

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

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.

According to MLA’s General Manager of Marketing & Insights Nathan Low, this annual campaign aims 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,” Mr Low 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.”

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.

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

Source: MLA. Watch The Comments Section here: The Comments Section – 2025 Summer Lamb Campaign