| Title | THE GREATEST MEAT ON EARTH |
| Brand | MLA |
| Product / Service | MEAT & LIVESTOCK AUSTRALIA |
| Category | A01. Direction |
| Entrant | FINCH Sydney, AUSTRALIA |
| Idea Creation | THE MONKEYS Sydney, AUSTRALIA |
| Media Placement | UM Sydney, AUSTRALIA |
| PR | ONE GREEN BEAN SYDNEY, AUSTRALIA |
| Production | FINCH Sydney, AUSTRALIA |
| Additional Company | MLA Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Scott Nowell | The Monkeys | Chief Creative Officer |
| Grant Rutherford | The Monkeys | Creative Director |
| Grant Rutherford | The Monkeys | Creative Team |
| Hugh Gurney | The Monkeys | Creative Team |
| Chelsea Parks | The Monkeys | Creative Team |
| Fabio Buresti | The Monkeys | Executive Planning Director |
| Michael Hogg | The Monkeys | Head of Planning |
| Matt Michael | The Monkeys | Managing Director |
| Humphrey Taylor | The Monkeys | Group Content Director |
| Samantha Heckendorf | The Monkeys | Content Director |
| Bec Barnier | The Monkeys | Content Manager |
| Penny Brown | The Monkeys | Senior Producer |
| Tanith Williamson | The Monkeys | Integrated Producer |
| James Halliday | The Monkeys | Graphic Designer |
| Kit Peebles | The Monkeys | Senior Digital Producer |
| Krystyna Allen | The Monkeys | Digital Producer |
| Lauren Elliot | The Monkeys | Junior Designer |
| Benji Weinstein | FINCH | Director |
| Corey Esse | FINCH | Executive Producer |
| Cath Anderson | FINCH | Producer |
| Andy Commis | Freelance | DoP |
| Dave Whittaker | The Editors | Editor |
| Billy Wychel | Freelance | Colourist |
| Ramesh Sathiah | Freelance | Musical Diector |
| Hugh Gurney | The Monkeys | Songwriter |
| Nathan Cavaleri | Freelance | Arranger |
| Abby Sie | Song Zu | Sound Designer |
| Katrina Aquilia | Song Zu | Producer |
| Mike Worden | UM | Client Group Director |
| Ed Passerotti | UM Sydney | Senior Client Director |
Created by The Monkeys, the foot-tapping spot starts off in a local butcher shop and cuts to famous landmarks across Australia and around the world to show how a customer's request for 'just' a rump steak fails to do justice to the greatness of Beef. The online piece includes appearances from Aussies who embody greatness, legendary cricket commentator Bill Lawry, award-winning actor Kate Ritchie and Olympic gold medallist, Liesel Jones. Three 30-second edits will deliver supporting messages on why Australian beef is the greatest meat on earth, giving consumers reasons to believe in the Greatness proposition. They will cover Beef's nutrition credentials, its versatility and range of cuts as well as the superior provenance of Australian Beef.
MLA was a combination of studio and location shooting over 3 days. The casting challenge was to find a likeable lead who could sing and play off our other lead male. The cast included celebrities and actors from around the country. Each scene consisted of studio sets with post production enhancements.