Creative ingenuity comes in many forms. Many of these can be found at The Monkeys. The creatives there have taken MLA down a new path, the healthy balance diet path. In a new way. A really fun new way.

Here is its story.

The Trinity Experiment is like other longitudinal twin studies. Except that it’s with triplets. And it’s, perhaps, far too engaging to be real?

“How the Limpski Institute got away with such an extreme experiment is beyond comprehension. However, the learnings are quite compelling,” stated The Monkeys co-founder and executive creative director, Scott Nowell.

“We were just lucky to come across the study and all the footage. It happened to fit perfectly with our nutrition brief for Meat & Livestock Australia.”

The alleged secret 30-year experiment was designed to test the principles of a healthy balanced diet. Its results are documented in a three and a half minute film of the same name.

The triplets were separated at birth 30 years ago and raised in precisely the same way by different parents except for one pointed difference – their diets. The first was raised purely on green vegetables only, the second on meat only, and the third, on a healthy balanced diet.

Of course there are developmental consequences of their diets. Very funny consequences.

The campaign consists of a film trailer, a long-form online film, and three breakout films that catch up with each of the triplets as adults and demonstrating the consequences of their extreme diets on their long-term development.

The film is directed by Guilty’s Clayton Jacobson, best known for other serious documentaries including Kenny. Its alleged authenticity is enhance by using apparently vintage documentation of the experiment as well as current-day interviews with the triplets and their foster parents.

“We’ve been saying for a long time that a healthy balanced diet can help make humankind be the best it can be, and now we’ve got the scientific evidence to back it up. And it only took 30 years and 3 billion dollars to prove it,” stated Meat & Livestock Australia’s group marketing manager, Andrew Howie.

The campaign will be supported across digital and social media, including on Buzzfeed, from August 30 2016.

Credits:

Agency: The Monkeys

Executive creative director: Scott Nowell

Planning director: Michael Hogg

Senior art director: Paul Sharp

Senior copywriters: Mike Burdick, Paul Sharp & Scott Dettrick

Head of production: Thea Carone

Senior producer: Caroline David

Managing director: Matt Michael

Content director: Katie Wong-Hee

Content manager: Victoria Zourkas

Production Company: Guilty

Director: Clayton Jacobsen

Executive producer: Jason Byrne

Post production: The Editors

Editor: Grace Eyre

Colourist: Yoomin Lee

Sound: Song Zu

Executive producer: Kat Aquilia

Producer: Jess Bonney

Sound engineer: Simon Kane

Media: UM

Client: Meat & Livestock Australia

Bossman: Andrew Howie

Brand manager: Jacob Baldock

Assistant brand manager: Anna Echo