Michael Hill reminds Aussies it’s the thought that counts in new campaign via CHE Proximity
Michael Hill Jeweller has today launched its new Christmas brand campaign in collaboration with CHE Proximity, based on the premise of helping a loved one rediscover their sparkle.
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.
Says Vanessa Brennan, chief brand and strategy officer of Michael Hill: “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.
Says Helen James, executive creative director at CHE Proximity: “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, because it’s safe to say we all deserve it!”
The campaign is supported by a suite of retail-focused films, featuring the book’s characters and whimsical rhymes alongside jewellery pieces. The Christmas campaign will run in markets throughout Australia, New Zealand and Canada.
Michael Hill was heavily impacted by COVID-19, and the first Australian retailer to close all of their stores. They have seen it as an opportunity to bolster their online offering, adding services such as virtual appointments and a content hub.
Client: Michael Hill
Chief Brand & Strategy Officer: Vanessa Brennan
Head of Marketing: Nicole Newman
Marketing Manager: Michael Garlick
Creative Agency: 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 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
32 Comments
This feels right for the brand. The children’s book is a nice touch.
Harmless fun and a nice spot
Great work Helen.
Fun? Isn’t it kinda sad? (not in a bad way)
Never been so glad to see a Christmas ad out this early. Let’s put up the tree and call it a year, please.
Blast from the past.
Who said CHEP could only make fake data driven case studies? Here’s proof they really struggle to make anything with a story line or emotion. Nice
The kids are left alone before mum comes home?
How did the kids buy the gift?
Why is it unwrapped on the floor after gifts have been given already?
Truly.
Does an agency think this is good work?
Isn’t an agency
If my kids bought me anything from Michael Hill I’d cut them out of the inheritance.
Tired mum gets jewellery from kids (but how do they buy it?), quite the cliche! And so disappointed by lack of diversity shown with family representation! It’s 2020!
Do you know what I want for Christmas?
My full salary back.
Full salary back?
Most people are happy to still have a job – especially if you’re unlucky enough to live in Victoria.
I can assure you there are thousands of people who’d be very happy to do your job for 60% of your full salary.
And guess what? When you look for your next job – don’t think they’ll be agencies lining up offering you 100% of what you’re earning now either.
The world has changed – and it isn’t pretty.
I’ve been approached by agencies offering modest increases but i’m happy with my current salary and feel it would be unfair to leave my current employer in Victoria given the loyalty they’ve shown through all of this. I’ve spoken with multiple people from other agencies though who have mentioned that their owners have tried to take advantage of the situation and demand freelancers work for low rates only to be surprised when they refuse. I saw a few people in the first few weeks of the crisis willing to work for cheap but from my experience those days are over and the same old rules of paying peanuts and getting monkeys still apply.
Will resonate with the audience.
What a tough year.
Nice work Ant, some of your best I think
Surely Che will follow suit with Cummins and Partners and back pay their employees. They seem to have won lots of new business of late.
https://www.mi-3.com.au/07-10-2020/its-right-thing-do-cumminspartners-returns-full-pay-and-reimburses-staff-all-pay-cuts
So you’re saying we should all just accept less money from now on? Fuck that. Chep will raise salaries again. They have to.. or people will just leave for agencies that actually reimburse their employees properly.
I think you mean nice work Helen, Lucy, Annabelle – not sure how much Ant was involved in this
Is back paying too. Once a few agencies get on board, and if it’s possible for them to do it, they should.
Like Cummins said, it’s the right thing to do
glass and a half but make it worse.
Best sledge ever
Sadly, the pay for most creatives isn’t as comparable as other industries (unless you are in management of a good-sized agency). Add to that the crazy hours expected for average money, and the at times ruthless treatment of you and your peers, people will see the light and not stick around. Especially starry eyed kid’s coming through now. Yes, we’re in a recession. Yes, everyone’s lucky to have a gig. But when this passes, the talent issue is gonna be big problem…maybe it means a little less cream to the fat cats running the show, but agencies need pay their workers fairly.
And I love how someone jumped into protect the campaign’s authors thinking the compliment was real! Priceless.
How about we leave that to The Monkeys
It’s clear you work at The Monkeys. What is your example of the best storytelling you’ve done there?
Don’t get me wrong, Che can’t make film to save their lives but what is your benchmark that you’ve created at Monkeys?
You guys are fucking horrible.
Nah I don’t work at the Monkeys. I work full-time production side and all I can say is the boards out of the monkeys are story driven and usually concise. The boards out of CheP are a mess. Production doesn’t even get a chance. Why is TVC so hard for them? I dunno
Other blogs are available.
Nice one CHEP. We reckon Christmas can be a pretty hard brief to crack and this brings it to life in a humble, human way.