Australian Beef has launched a new winter campaign with reigning world champion Javelin thrower, Kelsey Lee-Barber, by highlighting that beef is packed with protein and makes the greatest healthy meals, not only for athletes, but for everyday Aussies too.
The TVC, created by The Monkeys part of Accenture Interactive and directed by Trevor Clarence, imagines Olympian, Kelsey Lee-Barber and her younger brother Greg in an epic battle for the last piece of beef at the family dinner table.
Is it a lifetime of training, years of hard work and sacrifice, all leading up to a medal shot at the Olympic Games? Or is it finally smashing your personal best at the local games arcade?
In the ad we see that whatever your personal greatness, you can help feed it from the natural source of iron, protein and nutrients packed into delicious Aussie beef.
“We wanted to show in a fun way that the nutritional benefits of Australian Beef can help you be your best every day and it’s not just athletes that can benefit from that,” The Monkeys creative director Scott Dettrick says.
The integrated campaign highlights Australian Beef’s sponsorship of the Australian Olympic and Paralympic Teams ahead of the Tokyo Games.
“We know Australians take great pride in putting Aussie beef on their tables," MLA domestic market manager Graeme Yardy says.
"Our partnership with the Olympic and Paralympic Teams allows us to put the nutritional benefits of beef on centre stage, and gives Aussies the confidence to feel good about eating this delicious meat.
"With its unmistakable flavour and superior quality, we’re proud our country produces some of the best beef in the world.”
The ad launched across free-to-air (FTA) and subscription TV nationally last night .
It will be pushed out across digital, social and retail out-of-home (OOH) channels by UM.
The ad will run on Channel 7 FTA, broadcast video on demand (BVOD) and Twitter for the Olympic and Paralympic Games.
One Green Bean will be driving coverage for the campaign across earned media and owned social.
Client – Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Senior Brand Manager: Samantha Warfield Smith
Assistant Brand Manager: Krystina Batt
Creative Agency – The Monkeys, part of Accenture Interactive
Chief Creative Officer – Scott Nowell
Executive Creative Director – Vince Lagana
Creative Director – Scott Dettrick
Senior Copywriter – Harry Boothman
Senior Art Director – Brett Edwards
Managing Director – Matt Michael
Business Lead – Topher Jones
Senior Business Director – Anna Willis
Senior Business Manager – Mitch Bevan
Business Manager – Tasha Strachan
Head of Production/Senior Producer – Penny Brown
Integrated Lead – Tanith Williamson
Senior Print Producer – Matt Tilbury
EP/MD: Kat Aquilla
Music Composition: Haydn Walker
Sound Design: Simon Kane
Production Company: Revolver
Director: Trevor Clarence
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Alex Kember
DOP: Andrew Commis
Production Designer: Jon Dowding
Post Production: Vandal
Grade: Olivier Fontenay
Editorial: The Editors
Editor: Stuart Morley
Media agency - UM
Hayley Pyper – Senior Client Director
Shannen Clout – Senior Partnerships Manager
Josh Coles – Partnerships Trader
Marni Crutchley – Integrated Planning Director
Cameron Roberts – Connections Strategist Director
Maddison Thompson – Connections Strategist
PR Agency – One Green Bean
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