Trinity Experiment takes Meat & Livestock Australia into controversial waters

Meat & Livestock Australia has launched a mockumentary charting the lives of triplets, separated at birth and fed different diets, to drive home the value of a balanced diet.

The film purports to be the result of a 30-year-long study into the development of the three boys, raised on diets of vegetables only, meat only and a balanced meat and vegetable diet.

Created by The Monkeys, the film features grainy images from the boys birth and tracks how their diets possibly played a direct role in the way they grew up.

The vegetarian grows up to become a goth artist while the boy raised on meat grows to be obsessed with ultimate fighting and weightlifting.

By comparison, the “documentary” – claimed to have been unearthed by the agency during research – shows the boy fed a balanced diet growing up to become an artistic, environmentally aware leader.

Meat & Livestock Australia group marketing manager Andrew Howie said that the film was perfect way to deliver MLA’s message.

“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,” Howie said.

The films are being promoted across digital channels and have also been featured on Buzzfeed.

Along with main film, the series features mini-documentaries focusing on each of the boys.


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


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