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Australian Beef encourages Aussies to ‘Beef at Your Best’ in new campaign via The Monkeys – Campaign Brief

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Australian Beef has launched a new campaign via The Monkeys, part of Accenture Song, highlighting beef’s important role in a healthy and nutritious diet. The campaign, titled Beef at Your Best, is set inside the Brisbane Broncos high performance center and showcases how eating the right nutrition is important to perform at your best on and off the field.

Created for Meat & Livestock Australia (MLA), the full suite of content includes a TVC featuring a loveable protagonist, in a series of humorous behind the scenes scenarios in a professional sporting environment.

The TVC, directed by Al Morrow from Rabbit, is a mockumentary style interview with a highly respected ‘member’ of the Brisbane Broncos team, General Assistant Lance, showcasing how Beef’s nutritional benefits help both himself and the team perform at their best.

The ad highlights just how productive you can be when beef is part of your diet, and how it enables you to kick things up a gear ensuring high performance. This is demonstrated by Lance throughout the content, who is a behind the scenes dynamo doing everything to support the Broncos team be at their best; from setting up training drills and ensuring everyone on the team is having a tasty beef lunch, to lugging around heavy equipment in the gym and keeping all their equipment in top working order. Lance’s infectious attitude is supported by Beef which is packed with Protein, Iron and B12 to ensure his muscle strength, physical energy and mind are all at the top of their game.

Says Nathan Low, general manager of marketing and insights at MLA: “Beef provides us with so many of the necessary vitamins and minerals essential to keep our bodies healthy in one simple package, and we wanted this campaign to show how Lance and his friends at the Broncos really are better on Beef and the role nutrition plays in performing at your best regardless of whether you’re an elite athlete or just helping out behind the scenes.”

Says Scott Dettrick, creative director at The Monkeys: “Nutrition and performance go hand in hand, but we can’t all be professional athletes. We can however all benefit from what Beef has to offer. In this campaign, we show through the Broncos extended team that Beef can help anyone achieve their greatness, whatever that may be.”

Watch the ad via free to air TV nationally on Nine & Seven this will also be pushed out across YouTube, BVOD, Facebook & Instagram, and across retail OOH channels by UM or view the content directly at www.australianbeef.com.au/beefatyourbest .

Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Campaign Consultant: David Rebetzke
Senior Brand Manager: Tim Lau
Assistant Brand Manager: Krystina Batt

Creative Agency: The Monkeys, part of Accenture Song

Group CEO and Co-Founder: Mark Green
Managing Director: Matt Michael
Group Chief Creative Officer and Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Creative team: Emmalie Narathipakorn and Seamus McAlary
Head of Production: Penny Brown
Senior Producer: Kaija Wall and Elliot Liebermann
Business Strategy Director: Kit Lansdell
Head of Business Management: Topher Jones
Senior Business Director: Lucy Baynes
Senior Business Manager: Mitchell Bevan

Production Company: Rabbit
Director: Al Morrow
Executive Producers: Alex Hay & Lucas Jenner
Associate Executive Producer: Marcus Butler
Producer: Morgan Hind
DOP: Peter Eastgate
2nd Unit DOP: Jason Hargreaves
Production Designer: Jon Dowding
Cast: Danny Long

Edit House: ARC

Editor: Drew Thompson ASE
Executive Producer: Daniel Fry VFX: ARC
Colourist: Ben Eagleton

Music & Sound: MassiveMusic

Sound Design: Simon Kane
Producer: Katrina Aquilia

Media agency: UM
Client Director: Laura Ellis
Trading Director: Joshua Greive
Senior Planning Manager: Michelle Andrews
Strategist: Maddison Thompson
Planning Manager: Dominica Gray
Partnerships Trader: Joshua Coles

PR Agency – One Green Bean

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