| Title | COW - IMPOSSIBLE BURGER |
| Brand | GRILL'D |
| Product / Service | BURGERS |
| Category | A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
| Entrant | THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA |
| Idea Creation | THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA |
| Production | THE MONKEYS, PART OF ACCENTURE SONG Melbourne, AUSTRALIA |
| Production 2 | FINCH Sydney, AUSTRALIA |
| Post Production | BANG BANG STUDIOS Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Paul McMillan | The Monkeys, part of Accenture Interactive | Chief Executive Officer |
| Ant Keogh | The Monkeys, part of Accenture Interactive | Chief Creative Officer |
| Michael Derepas | The Monkeys, part of Accenture Interactive | Head of Planning |
| Hugh Gurney | The Monkeys, part of Accenture Interactive | Creative Director |
| Joe Sibley | The Monkeys, part of Accenture Interactive | Creative Director |
| Aaron Lipson | The Monkeys, part of Accenture Interactive | Senior Art Director |
| Romanca Mundrea | The Monkeys, part of Accenture Interactive | National Head of Production |
| Eliza Malone | The Monkeys, part of Accenture Interactive | Group Account Director |
| Tom Patterson | The Monkeys, part of Accenture Interactive | Account Director |
| Issac Montebello | The Monkeys, part of Accenture Interactive | Account Manager |
| Corey Esse | Finch | Managing Director/Executive Producer |
| Luke Bouchier | Finch | Director |
| Amy Dymond | Finch | Producer |
A delicious beefy-looking hamburger sits on a plinth in the middle of a picturesque field. A cow appears, and approaches the burger, hungrily. The viewer gasps (we assume)...“A cow can’t eat a beef burger!” The cow devours the burger in one bite. A super appears: GRILL’D IMPOSSIBLE BURGER. 100% MADE FROM PLANTS. We cut to a white screen and a pack shot, where the Impossible Burger hovers, impossibly. A super appears: ONLY AT GRILL’D. The logo appears: Grill’d. Righteous Burgers.
Almost all Aussies know about ‘mad-cow disease’...caused by cows eating...cows. We’re hyper-aware that cattle should not eat beef. It’s this paradox that makes this commercial so arresting. Grill’d are a national burger chain selling sustainable, natural and healthy burgers, with almost 140 stores. The majority of burgers sold are beef burgers.