The Naked EspressoSee the full experience
In an aim to challenge Australians perception of the brand and position Breville and it’s Dual Boiler™ in a complex opinionated premium espresso market, we needed to highlight the premium features and specification of the espresso machine. However these features are hidden inside the machine and not apparent to consumers. By creating a unique product demonstration that re-engineered the Dual Boiler™ to lay bare the consistency of its commercial grade features through a visualisation of live data and art we were able to showcase the internal science and brillance of the espresso machine.
The Building Blocks
- REBORN www.reborn.com.au
- Jarrad Collings, Creative Director
- Enrico Penzo, Creative Technologist
- Kirby Latice Hancock, Senior Designer
- John Paul Wager, Senior Planner
- David Londono, Developer
- 41.5 total cups of coffee drunk
The campaign was launched at the Aroma Festival, Sydney, which attracts over 100,000 people, over 2,000 cups were made on the day, which resulted in over 200 new leads and a potential of $280,000 sales. The online video of the installation has received worldwide coverage with top blogs covering creativity, innovation, espresso and lifestyle writing about the project. The installation has now be earmarked to make appearances in the American, Canadian and Korean markets.