Meat & Livestock Australia encourages you to beat the day in latest beef campaign via BMF
Sometimes it can feel like it’s you versus ‘the day’, so you better be prepared for what it throws at you.
This is the idea behind the new beef campaign BMF has launched for Meat & Livestock Australia (MLA). Under the brand platform, ‘You’re Better on Beef’, the campaign focuses on how three women take on ‘The Day’ with the energy that beef gives them to go again and again and again. It emphasises the nutritional qualities of beef in a way that positions it as the perfect fuel for life.
Says Cam Blackley, executive creative director, BMF: “Personifying ‘The Day’ as your greatest rival is a natural evolution from last year’s ‘Life’s A Sport’ campaign for beef. It’s an undeniable truth that some days you feel like you’re winning and others you feel like you’re losing, but with beef in your corner you’ll always bounce back for another round. It’s a great piece of work for a client that consistently pushes for the best.”
Says Andrew Howie, group marketing manager, MLA: “MLA has been excited by the possibilities the ‘You’re Better on Beef’ concept offers since BMF first presented it. Beef, packed full of protein, iron and zinc, is the fuel for everyday champions. We’re very proud of this work as it continues to challenge perceptions of beef and push into areas the protein category hasn’t been before. We look forward to seeing the value brave work like this delivers back to farmers.”
In addition to the 90 second online film, from this weekend, the TV campaign (3 x 30 second executions) will air and will be hugely supported by cinema, outdoor executions, radio, social media, pre-roll and point-of-sale.
MLA
Chief Marketing Officer: Lisa Sharp
Group Marketing Manager: Andrew Howie
Brand Managers – Beef: Magali Nonnenmacher and Jacob Baldock
Assistant Brand Manager – Beef: Anna Swan
Marketing Insights Manager – Global: Tertia Dippenaar
BMF
Executive Creative Director: Cam Blackley
Associate Creative Director: Tim Bishop
Art Director: Ben Pearce
Copywriter: Jonty Bell
Designer: Lincoln Grice
Group Planning Director: David Warren
Head of Client and Business Innovation: Kura Tyerman
Account Director: Will Woods
Account Manager: Melanie Pisani
Senior Content Producer: Emma Friend
Director: The Glue Society’s Matt Devine
Managing Director and Executive Producer: Michael Ritchie
Executive Producer and Producer: Pip Smart
Production Company: Revolver
Post Production: Heckler
VFX Supervisor: Jamie Watson @ Heckler
Editor: Dan Lee @ The Butchery
Music: Johnny Green and Ross Symington @ Rumble
Sound Production: Tone @ Rumble
DoP: Shelley Farthing Dawe
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One Green Bean
10 Comments
Ganghan!
Seriously?
Easily the best commercial I’ve seen in the last five years.
Great sequel from BMF
Wish my last DM piece was as good as this spot.
Not a patch on the Monkeys lamb campaign.
Cool ad, you forgot to mention the pain and suffering the cows go through and how their life gets taken away from them against their own will
#GoVegan
So you work at the monkeys? Because that lamb spot was hardly an original idea. Cod napped nailed it well before you copied it.
The execution might be a bit shit but the idea for this campaign is actually fresh.
An ad made by blokes about women who need to harden the f$ck up and eat a steak?
Really?
I really love these spots. Grounded in a solid insight, well executed and great production. Bravo.