Michael Hill and CHE Proximity encourage families to rediscover their sparkle this Christmas

Michael Hill has jumped out of the blocks with one of the first Christmas campaigns of 2020, communicating the importance of the holiday season for Australian families recovering from a tough year.

The campaign was developed in collaboration with CHE Proximity, and follows a chaotic family evening routine, with mum feeling exhausted after a “year of endless debacle”.

Michael Hill’s Christmas campaign

Her kids, eventually realising the toll that the year has taken, gift her a purple Michael Hill box, inside which she rediscovers her “sparkle” again.

The spot was cast with a real family and filmed remotely under COVID restrictions, allowing an added sense of realism and familial connection, and directed by Bonnie Moir from Exit Films.

“Christmas is the perfect opportunity to show your appreciation, admiration, and love to friends and family. And a thoughtful gift can go a really long way, especially given the year that has been,” Michael Hill chief brand and strategy officer, Vanessa Brennan, said.

A book which features in the campaign is based on Ellie-Mae’s Sparkle, written by Australian children’s author Emma Mctaggart and illustrated by Sir Michael Hill.

It will be sold in stores and online as part of the campaign, with some profits going to the Save The Children charity.

CHE Proximity executive creative director, Helen James, said the agency wanted to bring to life the power of a gift to help turn around a tough year.

“This Christmas we wanted to create a campaign that brought Sir Michael’s story to life in a very human way,” she said.

“And there’s never been truer words spoken than we’ve all lost a little sparkle this year. Our omnichannel approach enables to find the perfect gift wherever they are.

“Whether that’s for a loved one, or simply for themselves, because it’s safe to say we all deserve it.”

The campaign is supported by a suite of retail-focused films, featuring the characters from the book, and will run in Australian, New Zealand and Canadian markets.


Client: Michael Hill
Chief Brand & Strategy Officer: Vanessa Brennan
Head of Marketing: Nicole Newman
Marketing Manager: Michael Garlick

Creative: CHE Proximity
CEO: Chris Howatson
CCO: Ant White
ECD: Helen James
Senior Copywriter: Lucy Aston
Senior Art Director: Annabelle Gaspar
Director, Strategic Production: Holly Alexander
Producer: Elena Szymanski
Consulting Partner: Elizabeth Fulcher
Client Partner: Sarah Raine
Account Director: Ella Coleman
Account Manager: Conor Macleod

Production Company: Exit Films
Director: Bonnie Moir
Producer: Alice Grant
EPs : Leah Churchill-Brown & Declan Cahill
DOP: Aaron McLisky
Art Director: Tess Strelein
Editor: Leila Gaabi – The Editors
Colourist: Trish Cahill
Sound: Matt Thompson – Studio8
Composer: Harlan Hodges
Casting: Stevie Ray – McGregor Casting


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