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
