The Comments Section

Online Comment Sections are fuelling division in an already divided world. But in reality, around a lamb BBQ, Aussies aren’t as divided as it seems online. So, Australian Lamb launched a campaign to get people ‘out of the comments and into the cutlets’ with a script made from 100% real Aussie comments - sourced from the most divisive topics of the year. The film held up a mirror to the nation and showed us how ridiculous our online behaviour had become. To drive views we turned divisive comments on the ad, into ads for the ad, and hijacked divided comment sections with branded GIFs.