Breville has launched a global festive campaign that sees some of the brand’s most recognisable appliances dressed in custom Christmas knitwear – all hand-made by members of the Country Women’s Association (CWA). The social-first campaign was executed by one of Breville’s long-standing creative partners, Buffet, rolling out from 7 December across Australia, the UK, Germany, Korea and other key markets.
The idea was conceived by Breville’s global social team, led by global social media manager Sophie Verass. The creative centres on the Barista Express, Soft Top Luxe Kettle and Toast Select Luxe, each clad in one-off “ugly-but-adorable” Christmas jumpers that highlight the products’ recognisable silhouettes. The knits were created by artisans from the Manly and George’s River branches of the CWA, who also appear on camera throughout the campaign.
Verass said: “As a brand deeply connected to good food and great coffee, Christmas is an important moment for us. What began as a simple idea around tea cosies way back when, developed into a fully fledged Christmas-jumper collection tailored to the Barista Express, Soft Top Luxe Kettle and Toast Select Luxe. The brief was to spread Christmas cheer, and the Buffet and CWA teams absolutely delivered”.
Buffet handled creative direction, production and rollout. Co-director Nikki To said: “From the outset, we were thrilled to team up with Breville on this campaign and bring their brief to life, from full creative direction to shoot and a content plan rollout for this year’s festive season. Their initial idea gave us the chance to play with the somewhat ambivalent feelings people have around AI in creativity, and flip it on its head: take a generated concept and turn it into something real, tangible and joyful – complete with custom knits and actual grannies!”
The knitwear was crafted by Joan Howland from the Georges River CWA for the Barista Express, and by Diana Whitton, Rose O’Hara and Lesley Raey from the Manly CWA for the kettle and toaster. CWA Manly members, Diana Whitton, Rose O’Hara and Mary Nosworthy star in the campaign alongside the creations. Diana Whitton said: “When a request came through for some knitting ‘grandmas’ for Breville, a group of our keen crafters were delighted to get involved. It’s a wonderful opportunity for people to learn more about the CWA, to understand
that we’re here, active in our communities, and always ready to assist. For me personally, it was a chance to do something different, to be creative, and to contribute in a new way”.
Credits:
Client: Breville
– Sophie Verass, Global Social Media Manager
– Sinara Hope, Social Media Content & Creative Specialist
– Chanel Belej, Social Media Specialist
Creative agency: Buffet
Stills photography: Nikki To
Location photography: Parker Blain
Videography: Pat Bosen
Graphic design: Nathalie Rolando
