Michael Hill Jeweller tells original love story via CHEP Brisbane
Michael Hill Jeweller has launched a new bridal campaign celebrating the brand’s own love story, via CHEP Brisbane.
The campaign tells the story of Michael Hill founders, Sir Michael and Lady Christine Hill, from their meeting in 1964 through to their wedding and the opening of the first Michael Hill store in 1979.
Other assets:
Origin film 3 min 33″: https://www.youtube.com/watch?v=c5B-EM2_3v0
Original film trailer 30″: https://youtu.be/48NHbinceMA
Their story brings to life the brand’s history of creativity and craftmanship, highlighting the partnership and creative force at the heart of the Michael Hill brand.
Told in a three and a half minute campaign film, which has been cut into a a 60 second spot and 30 second film trailer, the campaign was shot in New Zealand in authentic locations relevant to the true story of the Hills, and features INXS love song Never Tear Us Apart.
The films will be aired on broadcast TV, as well as on BVOD and will be supported by fashion-led comms, including OOH, social and print ads featuring Michael Hill’s range of bridal jewellery.
Michael Hill chief marketing officer, Jo Feeney, said: “We’re on a journey of reappraisal, and central to that is reminding people of our heritage as a fine Jeweller. Telling the story of Sir Michael and Lady Christine Hill’s love and creative partnership and how they brought their ambition to life is the foundation of the brand. We are showcasing the care, craft, and passion behind the jewellery we sell. That passion and expertise continues within our business today, both our design team and our Australian manufacturing team continue to evolve and elevate the jewellery we create.”
Creative lead, Christy Peacock said: “Michael Hill is a brand born from creativity and romance, both of which are still very much alive and well within the business today. Telling the true love story of Lady Christine and Sir Michael Hill isn’t just a retrospective exercise, it’s done through the lens of contemporary nostalgia and enduring style that aims to reposition the brand with today’s audience.”
CHEP managing partner, Christine Gannon said: “The quality of the work is a testament to the passion and commitment of the whole team to create something iconic for the Michael Hill brand. We couldn’t be more proud of the outcome.”
The campaign launches in Australia, New Zealand and Canada from today.
Credits:
Client: Michael Hill Jeweller
Chief Marketing Officer: Jo Feeney
Marketing Manager: Tyra Gunnis
Creative Agency: CHEP Network Brisbane
Managing Partner – Brisbane: Christine Gannon
Head of Strategy: Katie Peacock
Account Director: Alex Pavlos
Executive Producer: Mel Ashman
Creative Lead – MHJ: Christy Peacock
Associate Creative Director: Christie Luxton
Production Company: Larchmont New Zealand
Director: Noah Marshall
Executive Producer: Ngaio McCreadie
Producer: Tony Whyman
Director of Photography: John Toon
Production Designer: Bruce Everard
Stylist / Costume Designer: Olivia Dobson
Hair / Makeup artist: Margaret Petchell
Post Production: The Editors Sydney
Head of Post Production: Liv Reddy
Editor (Origin Film): Tim Mauger
Editor (Bridal Films): Laurence Van Camp
Assistant Editor: Grace O’Connell
Online: Stu Cadzow
Grade: Company3 LA
Sound Post Production: Sonar Music Sydney
Head Composer: Anthony Partos
Head of sound: Timothy Bridge
Music Engineer: Josh Pearson
Executive Producer: Sophie Haydon
Sound Post Production: 750mph London
Sound Supervision: Level Two Music Melbourne
Head of Supervision: Karl Ritcher
Supervisor: Mel Pantz
Supervisor: Hugh Owens
Photography: M.A.P Productions
Head of Production: Ben Hams
Photographer: Derek Henderson
Selling clients work about how much people want to know about their history – it’s got the be the laziest way to make a buck in this biz. “No really – if people just knew you personally they would buy your stuff” please, it’s not marketing.
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Maybe try it with a kiwi accent since he is a NZer. Really insulting to Kiwis considering this is where the Michael Hill stores started and where he still lives. Bad marketing
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Love, love love the new advertising. It is beautiful, captivating and interesting. Very clever!
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