Shot across Sydney, London, Paris, Berlin, New York and Seoul.
Breville is celebrating the Breville Barista Express and reinforcing its place as a symbol of café-quality coffee at home in a campaign via Common Ventures.
“Our brief was fundamentally about moving beyond mere product claims and proving that the Barista Express has earned its iconic status not through marketing, but through the millions of mornings it has been a part of,” said Breville general manager, global marketing communications, Lucy Martyn.
“We needed a global campaign that captured the deep intimacy of the everyday coffee ritual, reinforcing the machine's ubiquity and timeless design, and clearly setting us apart in the category."
The campaign is built on a simple idea: brands don’t decide they’re iconic, people do.
Icon status is not something that can be claimed, but is earned over time through everyday use.
The campaign is centred on a simple human truth: when a product is adopted by millions, it stops being just a product; it becomes an icon.
Shot across Sydney, London, Paris, Berlin, New York and Seoul, the campaign was captured by a collection of photographers including Lil Watkins, Emily Howe and Jeremy Shaw.
The campaign will run across online film, social, with location-specific edits and stills, and further rollouts planned across additional channels in key markets.
“With this campaign, we set out to capture the deep intimacy of the coffee ritual, that quiet pause we all share in the art of making and the anticipation of that first sip,” said Common Ventures executive creative director, Jane Burhop.
“The campaign’s main intention was to document this moment, in different homes, all across the globe, and show how the simple act of making a great cup of coffee has become an iconic, shared experience in every home, every morning.”
Credits:
Breville:
Lucy Martyn - General Manager, Global Marketing Communications
Molly Cave - Global Digital Advertising Lead
Shannon Colman - Global Media Manager
Sophie Verass - Global Social Media Manager
Common Ventures:
Jane Burhop - Executive Creative Director / Co - founder
Alexandra Smith - Senior Account Director
Linnea Hedeborg - Creative Lead
Daniel Nutman - Creative Lead
Emma To - Junior Creative
Production:
Bronte Molyneux & Common Ventures
Edit:
The Editors
Music Composition:
Dan Mac
