MLA launches ‘The Greatest’ commercials for Aussie Beef in new campaign via The Monkeys

The lengths Australians will go to for Aussie Beef are on full display in Meat & Livestock Australia’s new brand campaign, created by The Monkeys, part of Accenture Song, and directed by The Sweetshop’s Damien Shatford.

 

The two stirring films at the heart of the campaign showcase the instincts of an executive chef and a ship’s captain who are faced with ‘The Greatest’ choice of whether to surrender to its irresistible appeal or not.

Launching with 30-second TV spots, alongside 60, 45 and 15-second online versions and OOH, the work builds on ‘The Greatest’ platform with a new brand world for Aussie Beef; one where the much-loved meat looks and tastes so good it leads to some remarkable decisions.

Says Tara Ford, chief creative officer, The Monkeys: “We were tasked with demonstrating just how desirable Aussie Beef is to Aussies in a sophisticated fashion, without sacrificing entertainment. This campaign sets out to do just that. Both spots are gorgeously crafted moments of delicious stupidity, and we couldn’t be prouder of them.”

Says Nathan Low, general manager, marketing and insights, Meat & Livestock Australia: “It’s clear that Aussie Beef is in a league of its own when it comes to desirability for consumers. Aussies have a strong affinity for the sensorial experience of consuming Beef, knowing that nothing else quite delivers the same level of satisfaction – it’s a choice you can always feel great about, a sentiment heavily emphasised in this campaign.”

Client – Meat & Livestock Australia
General Manager, Marketing and Insights: Nathan Low
Strategic Marketing Operations Manager: Jeffrey Ng
Brand Manager, Beef: Tim Lau
Assistant Brand Manager: Eden Lim
Brand Content Manager: Mary-Jane Morse

Creative Agency – The Monkeys, part of Accenture Song
The Monkeys Group CEO and Co-Founder & Global CEO, Droga5, part of Accenture Song: Mark Green
Managing Director: Matt Michael
The Monkeys & Accenture Song APAC Chief Creative Officer: Tara Ford
Executive Creative Director: Barbara Humphries
Creative Directors: Hugh Gurney & Joe Sibley
Kitchen – Associate Creative Directors: Max Rapley & Danny Pattison
Ship – Copywriter: Jackson Best, Art Director: Caitie Hall Nat
Head of Production/Producer: Romanca Mundrea
Senior Producer: Elliot Liebermann
Senior Print Producer: Vanessa Fernandez
Business Strategy Director: Kit Lansdell
Head of Business Management: Topher Jones
Business Executive: Matthew Stafford

Production Company – The Sweetshop
Director: Damien Shatford
EP/Producer: Kate Roydhouse
Co MD’s: Edward Pontifex & Greg Fyson
Casting: Danny Long Casting
DoP: Sam Chiplin
Production Designer: Steven Jones Evans
Post Production: ARC
Editor: Luke Haigh
Colourist: Trish Cahill
Ship – VFX Supervisors: Jay Hawkins & Patrick Campbell
Lead Online Artist: Richard Lambert
Online Artist: Viv Baker & Patrick Campbell
Kitchen – Lead Online Artist: Eugene Richards
Producer: Kani Saib
E.P: Daniel Fry
Audio Production & Music Supervision: Sonar Music
Head of Production: Haylee Poppi
Sound Designer: Andy Stewart
Kitchen Music Composer: Stephen Rae

Photographer: Bonnie Coumbe
Production Company: Photoplay
Food Stylist: Jerrie-Joy
Retoucher: Cream

Media Agency – UM
PR and Social Agency – One Green Bean