Byravee Iyer
Sep 1, 2016

MLA's new campaign mocks 'extreme scientific study'

Meat & Livestock Australia's 'extreme scientific study' is now a hilarious spoof documentary.

The results of a secret 30-year experiment to test the principles of a healthy balanced diet have been released, in a new documentary entitled “The Trinity Experiment” for Meat & Livestock Australia, created by The Monkeys.

The cheeky film follows an extreme scientific study of identical triplets who were separated at birth 30 years ago and raised precisely the same, except for one significant difference—their diets.

The first was raised purely on green vegetables, the second on meat only, and the third on a healthy balanced diet.

The campaign consists of a film trailer, a long-form online film, and three films that catch up with each of the triplets as adults, each demonstrating the consequences of their extreme diets on their long-term development.

 “How the Limpski Institute got away with such an extreme experiment is beyond comprehension. However, the learnings are quite compelling,” said The Monkeys cofounder and ECD Scott Nowell. “We were just lucky to come across the study and all the footage. It happened to fit perfectly with our nutrition brief for Meat & Livestock Australia.”

“We’ve been saying for a long time that a healthy balanced diet can help make humankind be the best it can be, and now we’ve got the scientific evidence to back it up. And it only took 30 years and 3 billion dollars to prove it,” said Meat & Livestock Australia’s group marketing manager Andrew Howie.

The campaign will be supported across digital and social media, including Buzzfeed.

Client: Meat & Livestock Australia
Bossman: Andrew Howie
Brand manager: Jacob Baldock
Assistant brand manager: Anna Echo
Agency: The Monkeys
ECD: Scott Nowell
Planning director: Michael Hogg
Senior art director: Paul Sharp
Senior copywriter: Mike Burdick, Paul Sharp & Scott Dettrick
Head of production: Thea Carone
Senior producer: Caroline David
Managing director: Matt Michael
Content director: Katie Wong-Hee
Content manager: Victoria Zourkas
Production company: Guilty
Director: clayton Jacobsen
Executive producer: Jason Byrne Post Production: The Editors
Editor: Grace Eyre
Colourist: Yoomin Lee
Sound: Song Zu
Executive producer: Kat Aquilia
Producer: Jess Bonney
Sound engineer: Simon Kane
Media: UM

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