“Sometimes it can feel like it’s you versus ‘the day’, so you better be prepared for what it throws at you.” BMF has a theory about how life works.
And used that as the core of its new campaign for Meat & Livestock Australia (MLA), threading a “mentor’s words” voiceover with “how life is’ scenes – always a good combination for effective advertising.
Cam Blackley, BMF executive creative director, commented, “Personifying The Day as your greatest rival is a natural evolution from last year’s ‘Life’s A Sport’ campaign for beef. It’s an undeniable truth that some days you feel like you’re winning and others you feel like you’re losing, but with beef in your corner you’ll always bounce back for another round. It’s a great piece of work for a client that consistently pushes for the best.”
The new campaign sits under the brand platform, You’re Better on Beef, and focuses on how three women take on The Day with the energy that beef gives them to go again and again and again.
It emphasises the nutritional qualities of beef in a way that positions it as the perfect fuel for life.
“MLA has been excited by the possibilities the ‘You’re Better on Beef’ concept offers since BMF first presented it. Beef, packed full of protein, iron and zinc, is the fuel for everyday champions. We’re very proud of this work as it continues to challenge perceptions of beef and push into areas the protein category hasn’t been before. We look forward to seeing the value brave work like this delivers back to farmers,” added MLA group marketing manager, Andrew Howie.
The 90 second online film and 3 x 30 seconds are supported by cinema, outdoor executions, radio, social media, pre-roll and point-of-sale.
Credits:
Creative agency: BMF
Executive creative director: Cam Blackley
Associate creative director: Tim Bishop
Art director: Ben Pearce
Copywriter: Jonty Bell
Designer: Lincoln Grice
Group planning director: David Warren
Head of client and business innovation: Kura Tyerman
Account director: Will Woods
Account manager: Melanie Pisani
Senior content producer: Emma Friend
Production company: Revolver
Director: Matt Devine
Managing director and executive producer: Michael Ritchie
Executive producer and producer: Pip Smart
Post production: Heckler
VFX Supervisor: Jamie Watson @ Heckler
Editor: Dan Lee @ The Butchery
Music: Johnny Green and Ross Symington @ Rumble
Sound Production: Tone @ Rumble
DoP: Shelley Farthing Dawe
Client: MLA
Chief marketing officer: Lisa Sharp
Group marketing manager: Andrew Howie
Brand managers – beef: Magali Nonnenmacher & Jacob Baldock
Assistant brand manager – Beef: Anna Swan
Marketing insights manager – global: Tertia Dippenaar
MEDIA: UM
PR: One Green Bean
