Braincells

Dôme and braincells have been in partnership for over 20 years. Over this time, Dôme has grown from being Perth’s original speciality coffee shop, to now a significant café system with an all-day food and beverage offer across 60 cafes in Western Australia, Malaysia and Bahrain.

Early on we identified the importance of the space, a third place where all are welcome. It was clear that the space itself was the hero of the Dôme story. A neutral, pressure free environment where patrons can stay as long as they need. Made comfortable by leather chairs, discreet different spaces that allow patrons to fulfil their needs. Whether it’s a quiet place to work from, catchup with friends or to enjoy a meal with the family.

Inspired by the brand promise "There's no place like Dôme", we looked to develop a print campaign that emphasised the human stories that occur in every Dôme Café. Commissioning ‘fly on the wall’ photography to capture authentic moments of actual patrons enjoying the warm Dôme environment.

The moments captured are accompanied by stories that reveal more about the people who enjoy Dôme. This iconic campaign has been running for over 16 years and communicates the ongoing commitment of the brand and its people to their patrons.

Over the past 16 years, we have created over 200 Dôme Moments that have appeared in a variety of print publications including The West, STM, RAC Travel and more. The length of this campaign is a testament to the power of genuine human stories to communicate a brand’s point of difference.

Full case study: https://lnkd.in/g8KgndqB

In 2022, braincells worked with Linneys to develop their 50th year anniversary campaign – ‘A piece of you since 1972’. The approach for this year’s campaign was to evolve ‘A piece of you since 1972’ to deliver a contemporary campaign that had both a strong focus on the jewellery and would appeal to a younger audience.

Using the ‘A Piece of You’ platform, our aim was to explore the personal and intimate nature of the self, creating images that to allude to the connection between the jewellery and the wearer.

The photography brief was to produce shots that were bold and powerful, with the intention of creating close crops in the editing stage. By getting in closer we highlight ritual of jewellery, the way it makes you feel and its glamour. Using calm Australian landscapes as the backgrounds we kept the sense of place neutral to further draw focus towards the jewellery and wearer.

The final media applications used a brand masthead approach, a timeless fashion que that added to the bold, confident, and contemporary communication style as well and creating effective brand impact and recall.

‘A piece of you’ was brought to life through an extensive outdoor campaign, including large and small format street furniture, billboards, and bus panels across key locations within the Perth metro area.