Meat & Livestock Australia/ MLA: Miss Fortune

Credits & Description:

Brand: Meat & Livestock Australia
Media: Ambient
Category: Food

MLA
Chief Marketing Officer: Lisa Sharp
Group Marketing Manager: Andrew Howie
Brand Manager – Beef: Jacob Baldock
Assistant Brand Manager – Beef: Anna Echo

MEDIA AND PRODUCTION
oOh! Media
UM

BMF
Executive Creative Director: Cam Blackley
Associate Creative Director: Tim Bishop
Art Director: Ben Pearce, Dave Ladd
Copywriter: Jonty Bell
Designer: Matt Hughes
Group Planning Director: David Warren
Head of Client and Business Innovation: Kura Tyerman
Account Director: Will Woods
Account Manager: Melanie Pisani
Content Producer: Brooke Mather
Creative Services Director: Clare Yardley
Talent: Diana Younes
Production Company: Airbag
Post Production: White Chocolate
Sound Production: Rumble Studios

Shoppers’ engagement levels with retail advertising has spiked this month as they interact with Meat and Livestock Australia’s ‘Miss Fortune’ palm-reading campaign.
Miss Fortune is the brain child of BMF and oOh! as part of the ongoing ‘You’re Better on Beef’ campaign that promotes the value of Beef in providing protein, iron and zinc.
The digital homage to the famed-old Zoltar machines are tactically positioned in major shopping centres nationally, and use motion sensors to beckon passers-by to have a palm reading done.
Unfortunately the news isn’t all good with the execution featuring over three dozen tongue-in-cheek fortunes ranging from “Unspeakable riches will come your way…from a Nigerian email account” to “The truth hurts my friend. Seek the advice of a pharmacist for a rash cream to soothe what words cannot”.