The Monkeys, part of Accenture Song and Meat & Livestock Australia, have teamed up for a new brand campaign directed by The Sweetshop’s Damien Shatford.
The campaign shows the lengths Australians will go to for Aussie Beef with two films that 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.
“We were tasked with demonstrating just how desirable Aussie Beef is to Aussies in a sophisticated fashion, without sacrificing entertainment,” The Monkeys chief creative officer Tara Ford said.
“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.”‘
Nathan Low, Meat & Livestock Australia general manager, marketing and insights, said: “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.”
Credits:
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 Supervisers: 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