Greatness Behind The Greatness: Australian Beef and the Tokyo Olympics

12 March 2020

Creative Agency: The Monkeys
Media Agency: UM (NSW)

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The Monkeys and Meat & Livestock Australia.

Australian Beef has announced the appointment of six Athlete Ambassadors for the 2020 Tokyo Olympics and Paralympics.

Paralympians Eliza Ault-Connell and Scott Reardon will be joined by Rugby Sevens’ most capped female player Emilee Cherry and vice-captain Lewis Holland, co-captain of the Hockeyroos Emily Chalker and Olympian basketball player Chris Goulding, as Australian Beef’s Athlete Ambassadors.

As a team partner, Australian Beef will leverage the Games to tell stories of greatness and show how beef is an important part of a healthy lifestyle and an easy-to-cook protein for everyday meals.

To announce the ambassadors, Australian Beef has created a content series that tells the athletes’ stories of greatness and the important people who have supported them on their journey to greatness – from their coaches to their local community. The first of the series was released today, with Eliza and Scott’s stories.

After 10 years away from the sport, wheelchair racer Eliza Ault-Connell is set to make a triumphant return to the Paralympic Games and has the support of her children to thank for her incredible comeback. Fellow Paralympian and Paralympic gold medallist Scott Reardon grew up in Temora and brings a true understanding of Beef producers and provenance to the partnership.

“Growing up in Temora and as a Paralympian, I understand the important role that beef has in both the community, and as part of a healthy and balanced diet. I’m delighted to partner with Australian Beef to be able to tell my story as an elite athlete, a Paralympian, and someone who is proudly from the country. I’m so pleased to be able to show the greatness behind my greatness – the amazing people of Temora – in my work with Australian Beef,” says Scott Reardon, Australian Beef Ambassador.

Australian Beef will also be working with all six athletes to share their favourite beef recipes, inspiring Australians to enjoy beef as an essential nutrient in a variety of healthy and balanced meals.

“Australian Beef is proud to be supporting this group of athletes with such powerful stories of resilience, dedication and success that will inspire others to find their greatness within” says Lisa Sharp, MLA Chief Marketing and Insights Officer. “We’re excited to work with our ambassadors, share their stories, and help all Aussies lead a healthier lifestyle.”

The content will be amplified across broadcast TV, online video, YouTube and paid social media.

CREDITS

Client: Meat & Livestock Australia
Brand: Australian Beef
Chief Marketing & Insights Officer: Lisa Sharp
Domestic Market Manager: Graeme Yardy
Senior Brand Manager: Samantha Warfield Smith

Creative Agency: The Monkeys
Chief Creative Officer / Co-founder - Scott Nowell
Executive Creative Director - Vince Lagana
Creative Director - Scott Dettrick
Snr Art Director - Jake Rusznyak
Snr Copywriter - Dennis Koutoulogenis
Managing Director - Matt Michael
Group Content Director - Ciaran Miller-Stubbs
Content Director - Bec Barnier
Content Manager - Tasha Strachan
Head of Production - Penny Brown
Producer - Sally Lankshear
Head of Strategy - Michael Hogg

Production company:  Blink TV

Director:  Brian Moses 

Media agency: UM

PR agency: one green bean
Social agency: one green bean

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