Meat & Livestock Australia (MLA) has introduced a vibrant new campaign, “The Greatest,” crafted by renowned agency The Monkeys to celebrate Australia’s love for Aussie Beef. This campaign, filled with humor and high cinematic quality, follows two captivating stories centered on the irresistible allure of Aussie Beef, symbolizing it as a cut worth any bold choice. At the heart of the campaign are a ship’s captain and an executive chef who, each faced with Aussie Beef, find themselves making unconventional decisions to fulfill their cravings. As these characters navigate their roles, they’re challenged to choose between their responsibilities and their overwhelming desire for Aussie Beef—a choice that humorously shows just how special this meat is to Australians.
From a chef debating between duty and taste to a captain balancing his steering responsibilities with his love for beef, the storyline highlights the intense satisfaction Aussie Beef brings, making it a star in its own right. The Monkeys’ creative team, led by copywriter Jackson Best, art director Caitie Hall, and associate creative directors Danny Pattison and Max Rapley, envisioned a campaign that would turn Aussie Beef into a remarkable culinary experience, emphasizing quality, sophistication, and humor. Director Damien Shatford’s touch enhances the campaign’s impact by adding a comedic layer to the characters’ decisions, portraying Aussie Beef as a unique delight worth any daring act.
The campaign, launched nationwide through TV, online, and out-of-home (OOH) media, aims to bring a fresh brand world to life under the MLA’s “The Greatest” platform, presenting Aussie Beef as a meal that goes beyond taste. With stunning visuals and engaging storytelling, MLA and The Monkeys have crafted a memorable campaign that positions Aussie Beef as not just any meal, but a satisfying choice that unites quality with enjoyment for all Australians, encouraging everyone to embrace the extraordinary appeal of Aussie Beef.
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
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
