Breville launches range featuring First Nations artwork and campaign via The General Store
Breville has launched a new product range and integrated campaign via creative agency, The General Store.
The announcement:
The campaign showcases Breville’s new range ‘an Aboriginal Culinary Journey’. Curated by Alison Page, founder of the National Aboriginal Design Agency, it’s a world-first partnership between First Nations People and the National Museum of Australia to create products that combine ancient stories with the best of contemporary design. 100% of Breville’s profits from the collection will go to creating opportunity for Indigenous Australians (details below).
Breathing art, ritual and stories into our homes and everyday lives, 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. We are enormously proud of the collection and the care and consideration that went into producing such a significant range. The General Store have felt like an extension of our team and having an agency that can handle every touchpoint has ensured we can deliver a cohesive campaign that brings all that hard work to life in the right way.”
The General Store executive creative director, Chris Scott said “It’s exciting when we can work on campaigns that bring together our entire multi-disciplinary team. 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.”
Matt Newell, partner & CEO of The General Store said: “It’s been great working with the team at Breville on such a meaningful campaign. The team are truly passionate about what they do which means the quality of work that’s produced is at such a high standard”.
The campaign has launched nationally across website, social, 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, An Aboriginal Culinary Journey: Designed for Living, 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
Source: The General Store
