Michael Hill Unveils Christmas Campaign Via CHE Proximity
Michael Hill Jeweller has today launched its new Christmas brand campaign in collaboration with CHE Proximity.
The film shows an all too familiar chaotic evening routine for mum, kids, and the family dog, which culminates in a bedtime story. Mum resonates with the lead character who, ‘at the end of a year of endless debacle’, realises that she had ‘lost her sparkle.’ This doesn’t go unnoticed by her kids, and on Christmas Day, mum spots a thoughtful little treasure trove labelled ‘to mummy’, with a purple Michael Hill box. She opens the box, and the gift inside provides her sparkle once again.
The emotive Christmas spot is directed by Bonnie Moir from Exit Films, filmed remotely under COVID restrictions, with a genuine family cast for the film, so they didn’t need to be distanced.
Vanessa Brennan, chief brand and strategy officer of Michael Hill said: “Christmas is the perfect opportunity to show your appreciation, admiration, and love to friends and family. And a thoughtful gift can go a really long way, especially given the year that has been.”
The book featured in the campaign was based on ‘Ellie-Mae’s Sparkle’, illustrated by Sir Michael Hill and written by Emma Mactaggart, a well renowned Australian children’s author. It will be sold in stores and online over the Christmas period, with a percentage of proceeds going to Save The Children.
Helen James, executive creative director at CHE Proximity added: “This Christmas we wanted to create a campaign that brought Sir Michael’s story to life in a very human way. And there’s never been truer words spoken than we’ve all lost a little sparkle this year. Our omnichannel approach enables customers to find the perfect gift wherever they are. Whether that’s for a loved one, or simply for themselves.”
Creative Credits:
Client
Client: Michael Hill
Chief Brand & Strategy Officer: Vanessa Brennan
Head of Marketing: Nicole Newman
Marketing Manager: Michael Garlick
Agency
Creative: CHE Proximity
CEO: Chris Howatson
CCO: Ant White
ECD: Helen James
Senior Copywriter: Lucy Aston
Senior Art Director: Annabelle Gaspar
Director, Strategic Production: Holly Alexander
Producer: Elena Szymanski
Consulting Partner: Elizabeth Fulcher
Client Partner: Sarah Raine
Account Director: Ella Coleman
Account Manager: Conor Macleod
Production
Production Company: Exit Films
Director: Bonnie Moir
Producer: Alice Grant
EPs : Leah Churchill-Brown & Declan Cahill
Latest News
Have A Shot At Your Own Vaccine Ad & Enter B&T’s Good AZ Gold Adland Challenge!
If Kyle Sandilands can make a semi-decent vax ad then it really can't be that hard, can it? Prove B&T wrong here.
The Moonman Teams Up With Author Matthew Hardy For ‘Saturday Afternoon Fever’ LiSTNR Podcast
The Moonman, of course, is a radio personality. Although he could easily be mistaken for a serial bottom flasher.
Billie Eilish Lends New Song To Dodge’s “Power Uncaged” Campaign
If it's got wonderkid Billie Eilish in it, it has to be great. Although, admittedly, this errs a tad on the shit side.
LG Kicks Off “Life’s Good” Campaign In Australia With Musician Stan Walker
This campaign sort of works like a karaoke competition, just sans the drunkenness at 3am and abysmal Céline renditions.
Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications
To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]
B&T’s Tokyo Olympics Wrap: Sexism, Cockiness & Hot Athletes
Why read The Daily Mail or News.com.au for your daily Olympic stuff-ups, when B&T's cut & pasted the best of it here.
Shutterstock Announces Formation Of Shutterstock.AI
Shutterstock.AI yet to announce the employment of any actual droids, although it does have adjustable light settings.
Initiative Crowned Top Performing Media Agency For June’s Record Month
Initiative's glass recycling bin lid requiring an extra tender push this month following celebrations over this win.
Thinkerbell Retains Top Spot For New Wins For June, As Clems Has An Absolute Flyer
Gold for Thinkerbell, silver for Clems & bronze for Special Group in R3 rankings. And a bag of Allen's teeth for fourth.
This New Apple Watch Ad Will Make You Want To Start That Health Kick
Packed on so much weight in lockdown you fear getting doorknocked by A Current Affair? Could this expensive watch help?
Don’t Miss Out! Register Now For B&T’s Changing The Ratio Webinar
Changing The Ratio is one webinar you DO NOT want to miss! Larry Emdur's Yodelling Masterclass arguably another one.
“If It Has A Point Of Difference, We’re Winning”: 10’s Chief Sales Officer Rod Prosser On The Network’s Future
B&T chats with 10's chief sales officer, Rod Prosser. We stopped short of asking him his favourite Olympic sport on TV.
Monday TV Wrap: Olympics Sees 500,000 Fall From Sunday, But Still Easily Nabs Top Spot
You'd have to say Seven's Olympic TV numbers are on steroids! Despite that being a rather unfortunate analogy.
Lion And Cricket Australia Call Last Drinks
Cricketers no longer pouring a sponsor's beer over one other after a win. Hoping Taubmans Paints isn't the new sponsor.
The MFA Launches A Diversity, Equity And Inclusion Advisory Council
The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]
Rihanna’s Fenty Beauty Is The Most Profitable Celebrity Beauty Brand
Further evidence there's more cash to be had flogging cheap lipstick than singing or acting comes this influencer list.
Gus Worland’s Gotcha4Life Launches “Mind Your Mate Pledge” Via Initiative Studio
Here's a top suicide prevention campaign B&T's more than happy to give some air to. And we can be precious with our air.
Theory Crew Snares Four New Clients
One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]
SMI Data: June Delivers The Largest Ad Spend Ever In Aussie Adland History
Work at a media agency? Nervous about asking for a pay rise? Strut to the boss' office like a peacock on these numbers.
SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments
SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]
Spinach Appointed By Property Developer Beulah
Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]
Google Tells Marketers To “Rethink The Line” In Campaign Via The Hallway
Google ads are much like alcohol or toilet paper ads - we're going to use it regardless of the marketing spend.
Digitas APAC Appoints Adrian Farouk To CEO
Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]
Adland Sexism: Where Are All The Male Voices?
Here's a top take on sexism in Australia's ad industry. It's that good, it can even translate to any industry you like.
Magnite Confirms Australian Leadership Team
Magnite (Nasdaq: MGNI), the world’s largest independent sell-side advertising platform, today announced that James Young will remain as Managing Director of Australia for Magnite following the acquisition of SpotX.
Bundaberg Brewed Drinks Pours Zenith Brisbane Its Media
Zenith Brisbane wins Bundaberg Brewed Drinks' media and, with the extra staff, creates a glass half-full conundrum.
Sports Teams Unite In Latest Campaign Against Sports Bet Advertising
Major sporting clubs and local sporting leaders have united in response to community concern about the effect of prolific sports betting advertising on young people in the Victorian Responsible Gambling Foundation’s new Love the Game campaign. The ‘Join the club’ campaign includes elite and community level players and administrators, parents, kids, umpires and coaches from […]
Haylie Marchant Appointed Executive Director Of Red Havas Brisbane
Red Havas Brisbane announces latest recruit & just in time for the Olympics which are only a few, short 11 years away.
The Monkeys ECD Vince Lagana Departs
Monkeys ECD Vince Lagana has departed the agency, but not before helping himself to those lamb chops in the freezer.
Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat
If you see Wavemaker's Peter Vogel sporting some ruby red lippie & blue mascara today, fear not on receipt of this news.
