Toyota launches collection of diamonds made from C-HR vehicle in new campaign via HERO

Toyota continues to innovate with the launch of the C-HR Diamond Collection, a unique collaboration with Australian jewellery designer Millie Savage as part of a new campaign created by independent agency HERO.

With a design inspired by the angular lines of a diamond, Toyota’s all-new C-HR lives on the edge of what’s expected. Brought to life via HERO, the campaign reveals that the vehicle wasn’t just inspired by a diamond but actually became one, through a first-of-its-kind collection made with lab-grown diamonds created using different parts of the vehicle.

Award winning FINCH director, Michael Hili, helmed the production of the campaign launch film, a highly stylised representation of the process. The film sees a robot dismantling the vehicle and extracting carbon components, to the extreme HPHT (High Pressure High Temperature) diamond growing process and the final 13 designs crafted by Millie. Viewers are then directed to the campaign hub and website for Millie Savage, where each one-off piece of the collection is available for purchase.

Says Vin Naidoo, chief marketing officer, Toyota Australia: “This is such a stunning, uniquely designed Toyota and it deserved a campaign to match. We wanted to strongly position the All-New C-HR as a premium model and we’re confident that through the C-HR Diamond Collection campaign, it does just that.”

Says Shane Geffen, executive creative director, HERO: “Turning car parts into diamonds was a huge challenge, but a testament to what’s possible when you blend creativity, science and design.”

The C-HR Collection will be available online via the campaign product page https://www.milliesavage.com/collections/limited-edition-2024, where you can also discover more about the collaboration and the diamond making process. Toyota’s integrated campaign as part of its EMPROS marketing strategy is supported by PR, OOH, digital and social, alongside in-dealership activity.

CLIENT – Toyota Motor Corporation Australia
Chief Marketing Officer: Vin Naidoo
Snr Manager, Regional Operations: Andrew Wearing
Snr Manager, Brand Communications: Anthony Nobile
Manager Communications – Passenger: Taruna Aguru
Acting Manager Communications – Passenger: Renuka Gupta
Senior Brand Specialist: Grace Cheah
Senior Brand Specialist: Ben Casagrande
Senior Strategy Coordinator: David Di Liso
Brand Specialist: Andrea Misquith

AGENCY – HERO
Executive Creative Director: Shane Geffen
Creative Director: Andrew Woodhead
Associate Creative Director: Lee Phillips
Art Director: Charlotte Smith, Johnathan Akiki
Creative: Will Fox
Head of Broadcast: Roz Scrimshaw
Freelance Producer: Sheridan Wadelton
Head of Strategy: Tallon Mason-Kaine
General Manager: Richard Hayes
Executive Director: Charlie McDevitt
Group Account Director: Gideon Nedas
Senior Business Manager: Issy Kelly

PRODUCTION – FINCH
Managing Director: Corey Esse
Director: Michael Hili
Executive Producer: Nick Simkins
Producer: Bryce Lintern & Amy Dymond
DOP: Ross Giardina
Robotics: Kuka Robotics

CASTING – Peta Einberg Casting
Casting Director: Peta Einberg

POST PRODUCTION – ARC Edit
Executive Producer: Kani Saib
Colour Grade: Matt Fezz
Editor: Graeme Pereira
Online Artist: Viv Baker

Photographer – Milos Mlynarik

SOUND DESIGN & MUSIC – Massive Music
Producer: Georgia Roberts & Katrina Aquilia
Composer: Lance Gurisik
Sound Engineer: Abby Sie and Myles Lowe

Jewellery Designer: Millie Savage
Diamond Creator: Heart in Diamond

MEDIA AGENCY: Spark Foundry

PR AGENCY – Havas Red
Group Account Director: Russell Williamson
Group Account Director: Joanne Ng
Senior Account Director, PR: Kathleen Rayment
Account Director, PR: Adrienne Pearson
Senior Account Manager, Social and Content: Maddy Ashbolt
Videographer/photographer: Leanne Wilson

DIGITAL AGENCY – R/GA
Executive Producer: Monique Brasher
Creative Director: Anita Forte
Experience Design Lead: Amirul Nasir
Account Manager: Lachie Barber
Visual Designer: Nina Gibbes
Senior Content Manager: Rosa Trinh