Matthew Miller
Mar 2, 2015

Life's little victories, brought to you by beef

AUSTRALIA - Everyday competitors turn in championship performances in events such as toddler dressing and jar opening in a new campaign that promotes the nutritional benefits of beef.

Client: Meat & Livestock Australia (MLA)

Agency: BMF

Market: Australia

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



Related Articles

Just Published

13 hours ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

13 hours ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

13 hours ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

14 hours ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.