FEED YOUR GREATNESS

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Meat and Livestock Australia’s Australian Beef winter campaign taps into the sentiment of an Olympic year with Aussie world champion javelin thrower, Kelsey-Lee Barber starring alongside her brother Greg Roberts.

The campaign shows how protein-packed beef makes healthy meals for athletes and everyday Aussies alike, and highlights Australian Beef’s sponsorship of the Australian Olympic and Paralympic Teams ahead of the Tokyo Games.

The ad will run on Channel Seven free to air, Broadcast Video On Demand and Twitter during the Olympic and Paralympic Games, and One Green Bean will be driving coverage for the campaign across earned media and owned social.

The Monkeys creative director, Scott Dettrick, said: “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.”

Olympic javelin thrower, Kelsey-Lee Barber, added: “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.”

▼ Meat & Livestock Australia


  • General Manager, Marketing and Insights: Nathan Low
  • Domestic Market Manager: Graeme Yardy
  • Senior Brand Manager: Samantha Warfield Smith
  • Assistant Brand Manager: Krystina Batt

▼ The Monkeys


  • 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

▼ Song Zu


  • EP/MD: Kat Aquilla
  • Music Composition: Haydn Walker
  • Sound Design: Simon Kane

▼ 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

▼ VANDAL


  • Managing Director: Brenden Johnson
  • Executive Producer: Anna Greensmith
  • VFX Supervisor & CG Artist: Mick Watson
  • Colourist: Olivier Fontenay
  • Flame Artist: Kent Smith
  • Producer: Laura Tenison

▼ The Editors


  • Editor: Stuart Morley