Michael Hill Jeweller celebrates the enduring joy of giving with the launch of its Christmas campaign in Australia, New Zealand and Canada, in collaboration with CHE Proximity.
The work is set to bring a touch of magic to the season and inspire the spirit of giving.
The campaign follows the selfless journey of a young boy, Archie, as he creates Christmas gifts that he’s handcrafted with love and care for all the special people in his life, from his next-door neighbour to his teacher, and the most important of all, his mum.
Called “Make their Christmas”, the work is the first major campaign delivered by new CMO, Jo Feeney, since she joined Michael Hill in March.
It was shot in Queenstown by Noah Marshall in one of his first projects as founder of Larchmont, and features the classic track Only You by Yazoo.
“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”, said Feeney.
“The ability to create a true moment of human connection is what makes jewellery the ultimate gift,” said Cristian Staal, Managing Partner, Creative at CHEP. “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 joy of giving at Christmas is captured beautifully,” said Feeney.
The campaign launches across all channels in Australia, New Zealand and Canada from October 14.
Credits:
Michael Hill Jeweller:
Jo Feeney – CMO
Nicole Newman – Senior Marketing Manager
Michael Garlick – Marketing Manager
CHEP:
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:
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
