Michael Hill celebrates its original love story in new bridal campaign via CHEP Brisbane


Michael Hill Jeweller has today launched a new campaign via CHEP Brisbane, promoting its bridal range by celebrating the love story at the heart of the brand.


The campaign leads with a film that explores the story of Sir Michael and Lady Christine Hill, from their first meeting in 1964 through to their wedding, and the opening of the very first Michael Hill store in 1979.

Sir Michael and Lady Christine’s story brings to life the brand’s history of creativity and craftsmanship, highlighting the partnership and creative force at the heart of the Michael Hill brand that turned it into a household name and helped countless people celebrate their love along the way.

In addition to the hero heritage films, the campaign is supported by a range of fashion-led comms, including OOH, social and print ads featuring Michael Hill’s timeless range of bridal jewellery.

Says Jo Feeney, chief marketing officer, Michael Hill: “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.”

Says Christy Peacock, creative lead: “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.”

Says Christine Gannon, managing partner, CHEP: “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 film was shot in New Zealand, in authentic locations relevant to the Hill’s true story and features INXS’ iconic love song Never Tear Us Apart.

The campaign – including a short film, TVC, BVOD, OOH, print and social – launches in Australia, New Zealand and Canada from today.

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