Breville brings a 25-piece orchestra to the morning coffee ritual

Breville is turning the everyday ritual of making coffee into an orchestral performance in a new global campaign designed to celebrate the experience of brewing a great cup at home.

Titled Because great coffee matters, the campaign centres on Glorious Coffee, a film that brings together the sounds of coffee preparation with a live 25-piece ensemble from Sydney's Metropolitan Orchestra.

From grinding beans to extracting espresso and pouring milk, each step builds towards an orchestral crescendo, transforming a familiar morning routine into something considerably more theatrical. The campaign was developed by Emotive and directed by Kyra Bartley of production company COUSIN.

Earlier this year, NAB launched Your Partner for Every Stage, a campaign that placed customers at the centre of a theatrical setting, with bankers cast in supporting roles as they navigated life's financial milestones.

Breville takes the idea of performance a step further, turning the preparation of a cup of coffee into a fully orchestrated spectacle.

The campaign's original score was composed by sound studio Rumble and performed live on set, with the sounds and movements of coffee preparation driving the music.

Breville general manager, global brand Noel Burchill said the campaign reflects the company's belief that great coffee can transform an ordinary moment.

“We believe great coffee has the power to make everyday moments extraordinary,” Burchill said.

“Our espresso machines are built on the same principles as professional machines. This campaign, ‘Because Great Coffee Matters’ brings this belief to the heart of our brand around the world.”