Aussie agencies team up to produce an Australian-developed global campaign.
303 MullenLowe and MullenLowe Profero have produced a global launch campaign for the new Nespresso Creatista machine range, following a competitive pitch.
The campaign, which launches on television this week, leverages the Creatista's ability to automatically produce café-quality frothy milk, asking 'Why make coffee when you can create art?'
The core campaign positioning alludes to the Creatista's users being able to harness milk froth to create their own café-style 'latte art'. In collaboration, MullenLowe Profero and 303 MullenLowe developed the campaign identity, television, outdoor, print and digital assets.
In a global first, Nespresso handed Australian creatives the reins for the Creatista's campaign. The Creatista machine range officially launches in Australia and New Zealand in November, with the global launch following in a sequenced approach in the coming months.
Says Chris Henderson, client services director, MullenLowe Profero: "Nespresso's brand identity and product quality are dream territory for any agency, and it's been great fun working with our colleagues at 303 MullenLowe to further establish Nespresso's leadership in the home-coffee market."
Tony Dunseath, client services director, 303 MullenLowe says it's great to see an Australian campaign being used in global markets: "Nespresso broke with convention when they strategically selected Australian creativity to launch one of their most innovative products. The sophistication of Australia's coffee market gives us a unique perspective on a product that promises to bring café quality coffee into people's homes.
"Milk froth 'latte art' is an iconic visual cue of Australia's renowned premium approach to coffee. Nespresso have empowered people to create their own 'latte art', so we've packaged up that sense of excitement and quality with a strong and stylish campaign voice. Working alongside MullenLowe Profero, every stage has been instrumental to the quality of the campaign we're taking to the world."
Digital agency - MullenLowe Profero Sven Pham - Senior Designer Sarah Robertson - Designer Melba Gounas - Designer Paul Fiore - Copywriter Emma Jackson - Senior Account Director Chris Henderson - Client Services Director Philip Ely - Head of Comms APAC (MullenLowe MediaHub) Ashadi Hopper - Executive Creative Director
Creative agency - 303 MullenLowe Remi Couzelas - Planning Director Sean Larkin - Head of Copy Adam Whitehead - Head of Art Sean Ascroft - Head of Broadcast Tony Dunseath - Client Services Director Krista Song - Senior Business Director James Lammert - Business Director Brett Griffiths - Studio and Production Print Post Production: Cream Studios Typography - The Letterettes Production Company - Collider Director - Patrick Fileti Producer - Olivia Hantken Cinematographer - Earle Dresner Post Production - Blackbird Editor - David Whittaker, The Editors view more - Creative