Campaign

The Naked Espresso

the rundown

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

A processing application was developed in order to graphically display the temperature, flow rate, pressure and steam in real time. The animation speed, number of shapes, rotation and position were carefully connected with the machine's behaviour during the brewing process. Each unique piece of art was then printed immediately onto the cup, and artwork made available to consumers to download post the event.

Video
YouTube

The Votes

The Details

Agency

REBORN

Brand

Breville

Targeted Regions

Global

Marketing Objective

Build Awareness

Launch Date

July 28, 2012

The Team

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
Breville

The Stats

41.5 total cups of coffee drunk

The Results

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.