Sunbeam ‘reinvents the coffee ritual’ with new campaign via Bounce
Sydney-based creative agency Bounce has unveiled its first piece of work for its new client Sunbeam, reinventing the at-home coffee ritual.
To promote Sunbeam’s new range of espresso machines, the agency has positioned making a coffee at home as a ‘Real Crowd Pleaser’ that anyone can master.
There’s a common idea that making a coffee at home is complicated, according to Joel Chapman, Bounce’s executive creative director. The agency set out to challenge this assumption.
“So much of coffee culture is stylised to the point of intimidation,” he told Mumbrella. “But the truth is, it’s often the little moments, the movement, the ritual itself that make it special. This campaign is all about embracing that rhythm, without the pressure.”
In a category crowded with “hyper-stylised latte art, showroom kitchens, and celebrities sipping espressos on Italian coastlines”, this campaign hopes to bring coffee back to what it’s meant to be, according to Bounce, which is “simple, enjoyable, and unfiltered”.
Marie Liganaris, marketing comms manager at Sunbeam, agreed, adding that it should be a pleasure, not a process, and this campaign captures that sentiment in a way that feels “both playful and human”.
She told Mumbrella: “Working with Bounce, we set out to reframe the ritual, less pressure, more presence, and we’re absolutely thrilled with the result.”
Bounce worked with long-time production collaborator Optika on the hero film, with the spot featuring a soundscape created almost entirely with sounds from the espresso machine itself, including the steam wand and beans grinding.
The agency partnered with Adelaide-based music producer Liam Quinn — who has worked with artists including Ruel, Guy Sebastian, Lime Cordiale, and Peach PRC — to bring those sounds to life in a custom composition.
The campaign rolls out nationally across all channels this week.
Credits:
Client: Sunbeam
Marketing Communications Manager: Marie Liganaris
Category Manager: Annlone Dalhoff
Retail Marketing: Micaela Little
Digital Manager: Jeffrey Chang
Marketing and communications associate: Kyle Karras
Creative Agency: Bounce
Executive Creative Director: Joel Chapman
Associate Creative Director: Jacob Lumsdaine
General Manager: Danielle Collins
Senior Creative: Nate Martin
Art Director & Motion: Mikey Felczynski
Sound & Music Production: Liam Quinn
Production Agency: Optika
Director: James Tyrrell
Producer: Isabelle Miranda
DOP: Mike Roberts
Photographer: Brett Hemmings
1st AC: Sam Connelly
2nd AC: Callum Rogers
Gaffer: Paul Farley
Bestie: Ady Rose
Stills Assist: Joe Kennedy
Stylist: Danni Tyrrell
HMU: Sam Powell
Prod Assist: Daniel Insunza
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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