Celebrating 65,000 years of food culture.
Breville is celebrating 65,000 years of Australian food culture via its integrated campaign, An Aboriginal Culinary Journey, by creative agency The General Store.
An Aboriginal Culinary Journey showcases Breville's new range curated by Alison Page, founder of the National Aboriginal Design Agency.
The limited-edition series of six Breville products features original works by esteemed Western Desert artists and members of the original Pintupi Nine: Yalti Napangati, Yukultji Napangati, Warlimpirrnga Tjapaltjarri and Sydney-based artist and Yuwaalaraay woman, Lucy Simpson.
The artists painted directly onto the products, which were then scanned using cutting-edge 3D photogrammetry techniques and reproduced using a unique IP proprietary water-transfer process, designed to closely replicate the vivid colour and texture of the original artworks.
The campaign was shot by the curator and filmmaker, Alison Page, and her team Nik Lachajczak and Ray Clarke in a range of locations including Kiwirrkurra, a small community in Western Australia in the Gibson Desert.
Noel Burchill, head of global brand strategy and advertising at Breville said: “16 years in the making, an Aboriginal Culinary Journey is more than just a collection of products, it’s an invitation to experience the world's oldest living culture."
The General Store executive creative director, Chris Scott: "From our architecture and interiors team managing visual merchandising and POS design and build, to our social, digital and creative teams handling website design and advertising assets, we’ve been able to create an end-to-end campaign that really does justice to the artists and the beautiful visual stories they’ve told.”
'An Aboriginal Culinary Journey' is live across social media, native, display and POS –including a window display in the National Museum of Australia, Canberra and a window Display at David Jones, Sydney, Elizabeth Street. It will then roll out globally from June in Canada, New Zealand, US, UK & Europe.
The National Museum of Australia will feature the limited series in an exhibition, until August before it will tour to London, Paris, Berlin, Washington, Toronto and New York.
Credits:
Breville
Cliff Torng, Global Go-to-Market Officer
Noel Burchill, Head of Global Brand Strategy and Advertising
Alex Zappia, Global Brand Manager
Ty Lim, Head of Global Retail Marketing
James Gow, Brand Specialist - Global
Lucy Martyn, General Manager - Global Communications
The General Store (Strategy, Creative, Production)
Matt Newell, Partner & CEO
Madeleine Livesey, Partner & COO
Alex Edwards, Co-Client Service Director
Bec Maxted, Account Director
Renaud Frise, Digital Director
Chris Scott, Executive Creative Director
Steve Carlin, Creative Director
Luke Mathers, Digital Designer
Waleed Hassan, POS Designer
Darren Bailey, Producer
Cam Creagh, Video Editor
Photography & Film
Alison Page, Nik Lachajczak and Ray Clarke.
Media
Labelium
