Michael Hill, CHEP Brisbane launch first major Christmas campaign of the season
Michael Hill Jeweller has kicked off the festive season, launching the first major Christmas campaign of the year in partnership with its creative agency of record, CHEP Brisbane.
The work builds on the brand’s 2021 Christmas campaign, further developing the story of first love between characters ‘Archie’ and ‘Alice’.
The 60-second spots follows Archie as his love endures through time, seeing his efforts over the years to demonstrate his affection for Alice, despite a number of hurdles.
Creative lead, Christy Peacock said: “Building on last year, our story continues with our central characters, Archie and Alice. This year we decided to go deeper into their relationship, and we see Archie’s attempts to win Alice’s heart as they grow from children to young adults. Executed as a beautifully simple, timeless Christmas fable, it’s one that everyone can easily relate to.”
Michael Hill chief marketing officer, Jo Feeney, said: “Christmas is an emotive time of year for many reasons, and fine jewellery is an emotive category. Tapping into that insight and playing to the success of last years’ campaign, we wanted to lean in and continue the story of Archie and Alice. Watching the evolution of their young love is just that little bit of feel good we can all do with this year, reminding us how good it feels to make someone happy.”
The campaign was produced in partnership with production company Larchmont and director Noah Marshall, who were also responsible for the 2021 Christmas campaign as well as the brand’s recent origin film based on the love story of Lady Christine and Sir Michael Hill.
Marshall added: “It’s a real pleasure to be invited back by the CHEP and Michael Hill teams to collaborate on such a successful campaign. It’s a privilege to be able to work on a touching story, set in a such a beautiful location.”
The campaign launches this week in Australia New Zealand and Canada across TV, cinema, online, social press and OOH, and will be supported by a number of product spots.
Credits
Client: Michael Hill Jeweller
Chief Marketing Officer: Jo Feeney
Marketing Manager: Michael GarlickCreative Agency: CHEP Brisbane
Managing Partner: Christine Gannon
Head of Strategy: Katie Peacock
Account Director: Alex Pavlos
Executive Producer: Mel Ashman
Creative Lead: Christy PeacockMedia Agency: OMD
Production Company: Larchmont New Zealand
Director: Noah Marshall
Executive Producer: Ngaio McCreadie
Producer: Tony Whyman
Director of Photography: Danny Ruhlmann
Prod Designer: Bruce Everard
Editing: Tim Mauger, New Zealand
Colour Grade: Tom Poole, Company 3, New York
Online: Alt VFX, Brisbane
CGI: Jon Baxter, Perceptual Engineering, New Zealand
Sound: Timothy Bridge, Sonar Music Sydney
Music Supervision: Karl Richter, Mel Pantz Level 2 Music Melbourne
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