Nespresso Creatista Unveils First Global Campaign via 303 MullenLowe & MullenLowe Profero
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."
Client - Nespresso
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