Olympian Battles Brother For Beef In ‘Feed Your Greatness’ Campaign Via The Monkeys

Olympian Battles Brother For Beef In ‘Feed Your Greatness’ Campaign Via The Monkeys

Advertising wizards The Monkeys have created a new campaign highlighting Australian Beef’s sponsorship of the Australian Olympic and Paralympic teams ahead of the Tokyo Games.

Directed by Trevor Clarence, ‘Feed Your Greatness’ showcases world champion javelin thrower Kelsey Lee-Barber engaged in a battle with her brother at dinner for the last piece of beef.


Meat & Livestock Australia’s domestic market manager, Graeme Yardy, said: “We know Australians take great pride in putting Aussie beef on their tables.

“Our partnership with the Olympic and Paralympic teams allows us to put the nutritional benefits of beef on centre stage.”

Scott Dettrick, creative director at The Monkeys, said: “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 ad launched across free to air and subscription TV nationally last night, and will be pushed out across digital, social and retail OOH channels by UM, with the ad running on Channel 7 free to air, 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.

Campaign credits

Client: Meat & Livestock Australia

General manager of 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

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

Sound production: Song ZU

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

Senior client director: Hayley Pyper

Senior partnerships manager: Shannen Clout

Partnerships trader: Josh Coles

Integrated planning director: Marni Crutchley

Connections strategist director: Cameron Roberts

Connections strategist: Maddison Thompson

PR agency: One Green Bean

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2020 Tokyo Olympics Games Australian Meat Australian Meat and Livestock Feed Your Greatness monkeys

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