Meat & Livestock Australia targets women in latest content campaign via One Green Bean
Today, Meat & Livestock Australia (MLA) has launched its latest content-led campaign via One Green Bean, designed to educate young women on the health benefits of incorporating beef in their diet.
With one in three Aussie women not getting enough iron in their diet, the targeted campaign delivers the You’re Better On Beef brand platform to a younger female audience – demonstrating in an emotive way how iron-rich beef can give the audience the energy they need to conquer their fears.
The content features professional athlete Anna Flanagan, who overcame iron deficiency by making positive changes to her diet. Field hockey star Flanagan is seen facing – and conquering – her biggest fear. It’s not on the pitch as you might think, but instead centres around her emotional relationship with her dad and former coach, and how she is afraid to open up and tell him how much he means to her.
Says Andrew Howie, group marketing manager at Meat & Livestock Australia: “One in three Australian women aren’t getting enough iron in their diet. We set out to remind that beef, packed full of 13 essential nutrients, is one of the best sources of iron. As an athlete at the top of her game, Anna is perfect to help ensure this important message reaches all Australian females.”
Creative, production, PR – One Green Bean
Agency Producer – Leila Maktari
Producer – Danielle Pearce
Director – Matthew Thorne
Media agency – UM
Prosthetics – Odd Studio
13 Comments
Finally the balance has been restored.
Enjoyed the twist in this, didn’t anticipate it. But also, the SO client-driven-forced-line at the 1:00 minute mark… that sounds like it’s not even her voice, rather, another woman’s voice edited in.
I didn’t understand it.
To be fair I was skipping through most of it.
GOT ME IN THEM FEELS LIKE GETTING HIT WITH A HOUSE OF EMOTIONS IF HOUSES COULD FLY.
A bit of a tenuous link to draw in my opinion…
Eating beef=conquering your fears?
That’s a bit of a stretch, to put it mildly.
Let me point you in the direction of this:
http://adcontrarian.blogspot.com.au/2015/12/the-error-of-intent.html
I didn’t want to love this.
But I really did.
Great work.
Sweet, but beef had very little to do with it.
I was bored after 20 seconds.
It’s quite exciting to see something well directed and made by a director I have never heard of. That’s a plus for the Australian commercial market – it’s just always the same people making the same work in this country.
Regardless of the agency’s strategy and creative – this is a cool, slick piece of content. Dare I say.. Kinda Nike-esque.
OGB are the worst
I don’t get it. Did they make the prosthetic face out of beef?
This is a sweet film