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In order to collect the hay you have to make a match that is in a direct line either vertically or horizontally to the ram. When you do this the ram will move along a straight line where the match occurred, collecting any hay along the way. The catch with level 54 is that the ram has to have a clear path to travel. So you have to make a match in the lower part of the level which will allow him to cross the water where there is a Lilly pad, otherwise he can't cross the water and won't move at all. Hope this helps.