For the global launch of Breville’s new Kitchen Wizz 12 and Paradice 12 food processors range, Common Ventures has created ‘The Kitchen Sync’.
The campaign builds on the tone of Common Ventures and Breville’s earlier work for the Kitchen Wizz 9 and 16 cup models, while introducing the new machines through movement, rhythm and a sense of ease.
James Gow, global brand manager, said the campaign was designed to give the launch both clarity and personality.
“This was an important global launch for us, and we wanted to create an aspiration in the way that people want and should feel when cooking. The Kitchen Sync is a platform that brings the product to life with energy and warmth, while still showing why the Kitchen Wizz 12 makes otherwise onerous food prep tasks a breeze”
Alex Don, business director at Common Ventures, said the brief called for a campaign that could balance product substance with a more upbeat tone.
“We liked the idea that food prep can have its own rhythm. The campaign gave us a simple way into that, and a chance to make the experience feel lighter, more fluid and more enjoyable while making the product the centre of that story.”
The campaign was produced in partnership with Mint Films and directed by Andrew Seaton.
For Common Ventures, the release reflects an approach to commercial creativity that starts with how people want to feel, not just what a product needs to say. In this case, that meant finding a tone that could hold performance and usability together without losing a sense of warmth.
The campaign is launching globally across BVOD, social, and digital channels.
Credits:
Client: Breville
Noel Burchill – General Manager, Global Brand
James Gow – Global Brand Manager
Sophia Downing – Global Marketing Specialist
Creative Agency: Common Ventures
James Crawley – Managing Partner
Jane Burhop – Executive Creative Director
Alex Don – Business Director
Linnea Hedeborg – Senior Art Director
Daniel Nutman – Senior Creative
Emma To – Creative
Production company: Mint
Andrew Seaton – Director / EP
Matt Samperi – DOP / EP
Tim Russell – Senior Producer
Head of New Business – Jordan Smith
Chris Turner – 1st AD
Luke Rodely – 1st AC
David Svec – 2nd AC
Mat Wilson – Gaffer
Nethmi Dissanayake – Production Designer
D2 Robot Arm Operator – Rohan Merrill
Key Grip – Jonathan Scott
Casting – Mathew Waters
Justine Poole – Food Stylist
Mandy Sinclair – Chef
Tracy Terashima – Make Up Artist
Jane Collins – Food Stylist
Kelly Searancke – Editor
Yanni Kronenberg – Colourist
Mighty Sound – Sound House
