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.
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
PR: ENTHRAL.
Store Design: The General Store
20 Comments
if you’re going to do a rebrand, get a brand agency to do it, not an ad agency.
Buying Michael Jewellery would have historically seemed like one of the tackiest things you can do. This ad is kinda wall paper-y… and I didn’t really understand the repetition of the ‘good luck’ story in this, but most luxury fashion work is a bit style over substance. Fashion works through semiotics more than traditional proposition-led advertising. As part of a bigger programme of brand experience change management I do like what Jo and the CHEP team are doing here. I probably still wouldn’t shop at Michael Hill, but it’s definitely starting to feel less tacky these days. Just need to sort the stores out a bit more.
Interesting they could have gone down so many angles with Miranda’s personal life or at least used her in a provocative way. Sadly it could have been anyone playing that role.
I want my campaign back.
Are consumers meant to believe Miranda is shopping and wearing Michael hill? Not sure this is fooling anyone… at least David Jones’s partnership back in 2008 was believable.
Agree I kind of like it too it feels like it could be the beginning of a genuine transformation of a brand
Good start but this is a BIG job – and will take years of stoic and relentless execution, backed by tenacity, insight and big $$ to pull off. I wonder if the Michael Hill board have the stones to see it through, or like most boards, will fold like a K-Mart banana chair at the first whiff of a challenge?
I’m betting the latter. But we shall see.
I laud the ambition, but this is a bit like putting George Clooney in an ad for Lowe’s and expecting the brand to be “transformed”. Until they have a full 360 luxury experience and perceived scarcity and value in their products they’ll continue to dwell in punters’ minds as a trinket store that sits next door to a PieFace.
It also feels waaaay too ad-y. Should have just thrown the keys to a fashion/music director.
Every shot a dated cliche.
Good on you, Miranda! Having a beer with Michael Hill on a Dom Pérignon budget. Love the ambition Michael Hill, but fine jewellery? Be careful not to alienate your loyal base, but if anyone can do it, Miranda has the chutzpah to ‘wink’ and bring all Australia along for the ride. Hope it lands.
Definitely not the kind of jewellery Ms Kerr is used to receiving https://www.reuters.com/article/idUSKBN19I29A/
Kerr-ching!!!
Given the number of exotic,glamorous and eponymous brand names in the fashion category,Michael Hill just doesn’t seem to cut it.Sounds more like a suburban accountant.
Michel Montagne.
Now that has a certain je ne sais quoi.
You can see they’ve sweated every scene… probably even tested every scene… and produced an absolute shocker. Could it be any more cliched?
Excruciatingly passé.
Next week the “20% off storewide” promotions will return and they will resume regular programming…
Beautiful pieces displayed in add. Very much a sixties, Katherine Hepburn and Breakfast at Tiffany’s take to the add. I actually rang a local Michael Hill store to inquire about some earrings only to be told some pieces are one offs, wouldn’t be available in Australia and they didn’t know prices. I’d call that a campaign fail!
Don’t care much for her or the jewellery ! But is the song they use. Love it
Use a model who lives in an entirely different echelon.
Drape her in bling you can’t actually buy.
Sell an image that’s isn’t remotely reflective of the in-store experience.
And don’t brief the staff on how to deal with enquiry re the actual product featured on Ms. Kerr.
Hats off for an everyday brand taking a big upmarket swing…but gees, build a product and experiential foundation first.
Such a big disconnect means people won’t trust, or buy.