Home » And So It Begins! Michael Hill Jeweller Launches Its Christmas Campaign Via CHE Proximity

18 October, 2021

And So It Begins! Michael Hill Jeweller Launches Its Christmas Campaign Via CHE Proximity

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

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