Miranda Kerr fronts Michael Hill’s new global rebrand campaign via CHEP Network


Australia’s leading fine jewellery brand Michael Hill has today announced international model and entrepreneur Miranda Kerr as its brand ambassador. Following the teaser film released last week, Michael Hill and agency partner CHEP Network have launched the global campaign starring Kerr.


The partnership marks a new era for the brand globally and arguably one of the biggest brand overhauls.

Kerr’s 18-month ambassadorship with Michael Hill spearheads the unveiling of the new brand identity that is set to rival other premium jewellery brands, with Kerr sharing that she was honoured to join the Michael Hill family at such a pivotal time in its brand transformation.

Says Kerr: “I am thrilled to be the Michael Hill ambassador; this partnership is so special to me because one of my first photoshoots in my career was with Michael Hill over 20 years ago. I’m proud to support Michael Hill in the next chapter of its journey, just like they supported me all those years ago.

“This next chapter in the brand is super exciting as they continue to create beautiful, sentimental jewellery that captures the meaningful moments. I love the campaign and the brand’s new elevated direction.”

Michael Hill’s chief executive officer, Daniel Bracken, said Kerr’s appointment was a critical element of its long-term brand strategy: “We are so proud to have Miranda partner with Michael Hill as our brand ambassador and help us celebrate this momentous moment for our brand.

“Miranda not only embodies our brand values, but she’s close to our antipodean roots and is the epitome of timeless elegance and sophistication.”

“Michael Hill has the ambition to be one of the most sustainable jewellery brands in the world and this aligns perfectly with the sustainable business practices that Miranda follows.”

The brand refresh encapsulates every element of the brand. From new logo to new website, social media, and design assets through to a new global flagship store in Chadstone. Additionally, a new colour palette and packaging has been introduced that embraces simplicity, inspired by the beautiful green New Zealand landscapes from which Sir Michael Hill began the story of the brand nearly 45 years ago.

Says Jo Feeney, chief marketing officer, Michael Hill: “Our new branding aims to continue telling the story of our proud heritage and bring to life the vision we’ve been working towards for the past two years of building a premium, aspirational brand that moves with the times and shifts perceptions.

“Each element of our rebrand has been carefully considered to align with our history and DNA as a brand and to allow us to continue evolving. Our commitment to quality, craft and creativity is just as strong today as it was when we first began in 1979.

“We are thrilled to have Miranda as our brand ambassador, the perfect embodiment of our new brand direction.”

As part of the agreement, Kerr will be featured in Michael Hill’s new advertising campaign, ongoing promotional activities, brand events, social media campaigns and more.

Miranda Kerr fronts Michael Hill’s new global rebrand campaign via CHEP Network Miranda Kerr fronts Michael Hill’s new global rebrand campaign via CHEP Network Miranda Kerr fronts Michael Hill’s new global rebrand campaign via CHEP Network Miranda Kerr fronts Michael Hill’s new global rebrand campaign via CHEP Network

Client: Michael Hill
CMO: Jo Feeney
Group Brand and Marketing Manager: Libby Collison
Marketing Manager: Lucy Caskey

Creative Agency: CHEP Network
Exec Creative Lead: Christy Peacock
Exec Strategy Director: Katie Peacock
Managing Partner: Christine Gannon
Senior Account Director:  Jane Harding & Sally Lovegrove
National Head of Integrated Production: Tash Johnson
Executive Producer: Tania Jeram
National Head of Design: Christian Hewitt
Creative Director: Kate Allan
Associate Design Director: Vanessa Saporito
Designers:  Anna Forsyth, Saxon White
Junior Designer: Juliette Davies

Production Company: Larchmont
Director: Noah Marshall
Partner/EP: Ngaio McCreadie
Producer: Luke Kneller
Facilitating Production Company: Rakish
DOP: Matthias Koenigsweiser

Post Production
Offline Editor: Tim Mauger via Cutting Edge
VFX / Online: Alt VFX
Grade: Company 3, New York
Audio: Sonar Music
Music: Level 2

Brankmark Animation: Collider Studios
Stills: Nino Munoz
Media: OMD Brisbane and Hearts & Science New Zealand
Store Design: The General Store