MLA discloses secret 30-year experiment in a newly launched documentary via The Monkeys
The results of a secret 30-year experiment to test the principles of a healthy balanced diet have been released, in a new documentary entitled “The Trinity Experiment” for Meat & Livestock Australia, created by The Monkeys.
The film follows the somewhat extreme scientific study of identical triplets who were separated at birth 30 years ago and raised precisely the same, 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.
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, each demonstrating the consequences of their extreme diets on their long-term development.
Says Scott Nowell, co-founder and ECD,The Monkeys: “How the Limpski Institute got away with such an extreme experiment is beyond comprehension. However, the learnings are quite compelling. 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 film is directed by Guilty’s Clayton Jacobsen, best known for other serious documentaries including “Kenny”, and draws from vintage documentation of the experiment and current-day interviews with the triplets and their foster parents.
Says Andrew Howie, group marketing manager, Meat & Livestock Australia: “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.”
The campaign will be supported across digital and social media, including on Buzzfeed, beginning on the 30th August, 2016.
Client: Meat & Livestock Australia
Bossman: Andrew Howie
Brand Manager: Jacob Baldock
Assistant Brand Manager: Anna Echo
Agency: The Monkeys
ECD: Scott Nowell
Planning Director: Michael Hogg
Senior Art Director: Paul Sharp
Senior Copywriter: 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
16 Comments
Long winded, poorly structured but who cares it’s bloody entertaining. A-.
This is really good. Well done.
Why?
Now I want a Noctogon.
Too much.
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You can tell people to eat more meat or you can prove it scientifically. Stupid but funny.
Positives:
A few funny little bits
Well art-directed
Negatives:
Somewhat clichéd
There was an opportunity to bring in real, surprising science into this idea.
Instead, it assumes that the audience are so stupid that they won’t mind watching a kind-of-funny-film, only to learn that a balanced diet is healthier.
Not much reward there for a fairly hefty viewing investment.
@ positives/negatives
You’re a chode gurgling fuck toilet.
It’s one of these style of films.
I didn’t commit the time to watching it, so as good as it may be, I think that is going to be its major problem. People really have better things to do.
The style does seem rather hackneyed though, I must say.
this is funny, clever and well made.
I love this blog. The comments are hilarious. Oh and I like this thing too.
Nice.
Kenneth is a bit of a pansy, isn’t he?
@420blazeit
“a chode gurgling fuck toilet.”
Brilliant.
I’ve missed you dude.
Video: A-
420blazeit comments: A+