CLIENT: MEAT AND LIVESTOCK AUSTRALIA
Meat and Livestock Australia wanted to increase beef sales and help Australian beef farmers get through the tough winter season. A season made even tougher by the fact that beef prices had increased while other meat prices declined.
Because Christmas, Australia Day and other national holidays are all celebrated in the middle of summer in the Southern Hemisphere we filled a gap and created a brand new national holiday in the middle of winter which encouraged Australians to reconcile and reheat cold relationships around hot meals of beef.
The campaign gained awareness with the video receiving over 250,000 views in just a few days and brought people together through a Facebook party planning app, POS and more.
AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith
PRODUCTION HOUSE: CUTTING EDGE
• Caples - Bronze - Viral Video Marketing
• ADMA - Bronze - Product Manufacturing and Distribution
• ADMA - Finalist - Creative, Art Direction
• ADMA - Finalist - Creative, Integrated