Client: Meat & Livestock Australia (MLA)
Campaign scope: TVC with outdoor, radio, social media and in-store activities, plus seasonal and tactical executions to follow.
Details: The TVC sets imagery of everyday challenges—like hefting multiple bags of groceries or trying to open a stubborn jar of sauce—over audio of real-life sportscasters describing events such as sprinter Cathy Freeman’s gold medal at the Sydney Olympics and Ian Thorpe’s 200-meter freestyle world record in 2000.
The campaign also marks a move to communicate a "stronger, revitalised health-based message all year round, rather than at traditionally seasonally-focused campaign periods", according to the agency.
Press release quote: Cam Blackley, ECD, BMF: “The chance to reframe an Aussie icon like beef as the ultimate life fuel is one of our proudest moments."
Campaign Asia Pacific's comments: Although we doubt the athletes in the audio clips were chowing down T-bones before their world-beating performances, the juxtaposition of the audio with the straining faces of the mere mortals grabbed our attention and made us smile.
Previously: In previous work for the same client, the agency combined roast lamb with spring fashion, brought out the softer side of a burly biker and gave sports commentator Sam Kekovich a case of "lambnesia".
Michael Edmonds: General Manager, Central Marketing & Industry Insights
Andrew Howie: Marketing Manager - Consumer Programs
Natalie Johnson: Senior Brand Manager - Beef
Anna Swan: Assistant Brand Manager - Beef & Lamb
Tertia Dippenaar: Marketing Insights Manager – Global
Executive Creative Director: Cam Blackley
Creative Director: Justin Ruben
Art Director: Ryan Fitzgerald
Copywriter: Jim Curtis
Strategic Planner: David Warren
Designer: Lincoln Grice
Group Account Director: Kura Tyerman
Account Director: Pat Rowley
Account Manager: Rose Flowers
Agency Producer: Jenny Lee-Archer
Sound Producer: Katrina Morelli
Art Buyer: Basir Salleh
Print Producer: Jane Gower
Project Manager: Lisa Houatchanthara
Director: Kim Gehrig
Production Company: Revolver
Executive Producers: Michael Ritchie & Pip Smart
Producer: Pip Smart
Production Design: Steve Jones-Evans
Post Production: Method Studios
Editor: Peter Sciberras, Method Studios
Music: Original track JOY by Apollo 13 through Level Two Music
Sound Design: Tone Aston, Rumble
Sound Production: Katrina Morelli
DoP: Germain McMicking
One Green Bean