In collaboration with CHE Proximity, Michael Hill Jeweller has launched its Christmas campaign based on the premise of helping a loved one rediscover their sparkle.
The emotive spot is directed by Bonnie Moir from Exit Films, filmed remotely under COVID restrictions with a genuine family cast – so they didn’t need to be distanced.
Vanessa Brennan, Chief Brand & Strategy Officer of Michael Hill says: “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 renowned Australian children’s author Emma Mactaggart.
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.”
The campaign will run throughout New Zealand, Australia and Canada.
Watch the 45s film here.
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
DOP: Aaron McLisky
Art Director: Tess Strelein
Editor: Leila Gaabi – The Editors
Colourist: Trish Cahill
Sound: Matt Thompson – Studio8
Composer: Harlan Hodges
Casting: Stevie Ray – McGregor Casting
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