Meat & Livestock Australia is again championing diversity and inclusivity in its recent sponsorship of the Sydney Mardi Gras and the announcement of a float in the parade.
In a Mardi Gras initiative, MLA is inviting LGBTQI people from around the country to submit videos of themselves performing a choreographed dance which will then be screened on a digital billboard created by Ensemble and UM, atop the float.
Set to Haddaway's track 'What is love', the We Love Our Lamb dance features moves such as 'The Rack' and 'The Rump'.
For MLA, the idea is to give those who can't get to the parade or who have never taken part in it a chance to become centre stage of the event.
“This sponsorship allows us to continue the story and unite with supporters everywhere to celebrate - plus, it's not a party without lamb on the menu” says Andrew Howie, group marketing manager at MLA.
“'You Never Lamb Alone' is all about coming together, celebrating diversity and championing equality, so it was natural for lamb to join in the ultimate celebration of this - the Sydney Gay and Lesbian Mardi Gras.” Howie said.
The announcement of the sponsorship and float comes in the wake of two MLA campaigns which embraced difference and celebrated acceptance. Earlier this month MLA also took home the winning title at The Australian Creative Excellence Showcases' (ACES).
Videos can be submitted through the We Love Our Lamb Facebook page and entries close Tuesday 28 February.
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