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Creative

Olympian Kelsey Lee-Barber Feeds Her Greatness with Australian Beef in New Campaign

The Monkeys, part of Accenture Interactive, teams up with director Trevor Clarence to create an epic battle for the last piece of beef

Olympian Kelsey Lee-Barber Feeds Her Greatness with Australian Beef in New Campaign

Today Australian Beef launches a new winter campaign with reigning world champion Javelin thrower, Kelsey Lee-Barber, by highlighting that beef is packed with protein and makes the greatest healthy meals, not only for athletes, but for everyday Aussies too.

The new TVC, created by The Monkeys part of Accenture Interactive and directed by Trevor Clarence, imagines Olympian, Kelsey Lee-Barber and her younger brother Greg in an epic battle for the last piece of beef at the family dinner table. Is it a lifetime of training, years of hard work and sacrifice, all leading up to a medal shot at the Olympic Games? Or is it finally smashing your personal best at the local games arcade? In the ad we see that whatever your personal greatness, you can help feed it from the natural source of iron, protein and nutrients packed into delicious Aussie beef.

The integrated campaign highlights Australian Beef’s sponsorship of the Australian Olympic and Paralympic Teams ahead of the Tokyo Games.

Graeme Yardy, Domestic Market Manager at MLA says, “We know Australians take great pride in putting Aussie beef on their tables. Our partnership with the Olympic & Paralympic Teams allows us to put the nutritional benefits of beef on centre stage, and gives Aussies the confidence to feel good about eating this delicious meat. With its unmistakable flavour and superior quality, we’re proud our country produces some of the best beef in the world.”

Kelsey Lee-Barber, Olympic javelin thrower says, “I think everyone wants to feel fit, active and at their best each day whether they’re competing on the world stage or not – and Aussie Beef is such an easy and tasty way to get essential nutrients in your diet.”

Scott Dettrick, Creative Director at The Monkeys says, “We wanted to show in a fun way that the nutritional benefits of Australian Beef can help you be your best every day and it’s not just athletes that can benefit from that.”

The ad launched across free to air and subscription TV nationally last night and will be pushed out across digital, social and retail OOH channels by UM, with the ad running on Channel 7 free to air, BVOD & Twitter for the Olympic and Paralympic Games. One Green Bean will be driving coverage for the campaign across earned media and owned social.

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Credits List

Client: Meat & Livestock Australia

General Manager: Marketing and Insights

Domestic Market Manager: Graeme Yardy

Senior Brand Manager: Samantha Warfield Smith

Assistant Brand Manager: Krystina Batt

Creative Agency: The Monkeys, part of Accenture Interactive

Chief Creative Officer: Scott Nowell

Executive Creative Director: Vince Lagana

Creative Director: Scott Dettrick

Senior Copywriter: Harry Boothman

Senior Art Director: Brett Edwards

Managing Director: Matt Michael

Business Lead: Topher Jones

Senior Business Director: Anna Willis

Senior Business Manager: Mitch Bevan

Business Manager: Tasha Strachan

Head of Production/Senior Producer: Penny Brown

Integrated Lead: Tanith Williamson

Senior Print Producer: Matt Tilbury

Music: SONG ZU

EP/MD: Kat Aquilla

Music Composition: Haydn Walker

Sound Design: Simon Kane

Production Company: Revolver

Director: Trevor Clarence

Managing Director/Co-Owner: Michael Ritchie

Executive Producer/ Partner: Pip Smart

Producer: Alex Kember

DOP: Andrew Commis

Production Designer: Jon Dowding

Post Production: Vandal

Grade: Olivier Fontenay

Editorial: The Editors

Editor: Stuart Morley

Media agency: UM

Hayley Pyper: Senior Client Director

Shannen Clout: Senior Partnerships Manager

Josh Coles: Partnerships Trader

Marni Crutchley: Integrated Planning Director

Cameron Roberts: Connections Strategist Director

Maddison Thompson: Connections Strategist

PR Agency: One Green Bean

Category: Food , Meat & Fish

Genre: Comedy