Kitchen appliances brand Breville partnered with independent creative agency Emotive to launch the Eye Q Auto Toaster, a toaster that watches your toast and toasts by colour, not time.
The campaign has rolled out nationally across TV in partnership with Harvey Norman, OOH, Social, digital, and retail partnerships.
The Eye Q Auto is available in both 2-slice and 4-slice models and uses Breville’s patent-protected Eye Q Optic Sensors, powered by Sensability, which scans the colour of bread up to 10 times a second to deliver the preferred shade every time.
For more than a century, toasters have relied on time-based heating, leading to uneven and unpredictable results. Breville’s new Eye Q Auto reimagines one of life’s simplest rituals, delivering results across every bread type from white to sourdough.
The toaster starts at $399 from most retailers, including Myer and The Good Guys.
To celebrate the launch, Emotive created an integrated campaign that flips the habit of standing by the toaster to make sure your bread reaches just the right colour. The new product is positioned as providing newfound freedom that comes from letting the toaster do the watching for you.
“The Eye Q Auto Toaster is a genuine leap forward in everyday technology, transforming how we make and enjoy something as universal as toast. Emotive uncovered a wonderfully human insight, the quiet satisfaction of no longer having to hover around the toaster, and we worked together to turn it into a simple, powerful story about innovation that makes everyday life easier,” Noel Burchill, head of global brand strategy and advertising, said.
“There’s something so beautifully intuitive about this innovation, with the toaster doing the watching for you. This became the heart of our campaign, with an idea that is playful, human, and perfectly Breville, taking the everyday and making it effortless,” Edward Macaulay, associate creative director at Emotive, added.
All production was managed by Emotive Productions, the wholly owned production and innovation arm of independent creative agency Emotive. The campaign was directed by Paul Bruty, formerly of the Glue Society, who collaborated with Emotive Productions to bring Breville’s world-first innovation to life.
“This collaboration perfectly reflects what our model is about – keeping everything under one roof to drive greater creative connection and ensure each production is truly fit for purpose. The whole team has done an exceptional job, delivering the kind of elevated craft and cinematic style that makes the work stand out,” Hayley Pelling, head of production at Emotive said.
