Working on Ranchers Registry Choice Angus Beef, of course the client loved seeing sexy steaks on plates. "Sell the sizzle and the steak." The challenge was always to communicate with the consumers, in this case beef buyers for retail stores and restaurants, in new ways that would stand out from the competition. (If you've seen one steak on a plate, you've seen them all.)

The concept behind this campaign was so obvious we dismissed it several times before deciding to try it. "The competition's beef is tough as leather." Turns out, the client loved it, and so did we. Done with Alex Castellanos, art director, photographed by David Morris, Kansas City, for Sullivan Higdon & Sink client; Cargill and published nationwide.