Michael Hill Jeweller releases Christmas campaign via CHE Proximity

Michael Hill Jeweller has released its Christmas campaign set to Yazoo’s ‘Only You’ via CHE Proximity, titled ‘Make Their Christmas’.

Last year’s Christmas campaign, which launched in October, was also created with CHE Proximity, a Clemenger Group agency.

The 60-second spot sees a boy gifting homemade jewellery made out of crafts to various people in his town, only to end on gifting his mother with a ring from Michael Hill.

Michael Hill’s global CMO Jo Feeney, who joined in March, said: “The most meaningful gift is one that comes with thought, effort, time and love, and as humans we know that giving trumps receiving every time. At Michael Hill, marking the special moments in peoples’ lives is at the heart of what we do – there is a deliberate synergy between the care and craft in this ad and that which goes into creating a special piece of jewellery.”

CHE Proximity’s managing partner Cristian Staal commented: “The ability to create a true moment of human connection is what makes jewellery the ultimate gift. This kind of thoughtful giving is something we learn from a young age, but tend to forget with all the pressures of adulting. Archie’s loving attitude epitomises this.”

The campaign launched across all channels in Australia, New Zealand and Canada on 14 October. The campaign was shot in Queenstown.


Michael Hill Jeweller:

Jo Feeney – CMO

Nicole Newman – Senior Marketing Manager

Michael Garlick – Marketing Manager


Cristian Staal & Marianne O’Brien – Managing Partners, Creative

Christy Peacock – Creative Director

Mel Ashman – Executive Producer

Katie Peacock – Strategy Director

Christine Gannon – Managing Partner

Alexandra Pavlos – Account Director


Production Company – Larchmont

Director – Noah Marshall

Executive Producer – Ngaio McCreadie

Producer – Tony Whyman

DOP – Marty Williams

Offline – Tim Mauger @ The Editors

Colourist – Sofie Fris Borup @ Company 3 NYC

Online – Perceptual Engineering

Online, Animation & Sound – Cutting Edge

Music Supervision – Level Two

Media: OMD and Alpha Digital


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