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Michael Hill's New Christmas Campaign Reminds Aussies It's the Thought That Counts

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CHE Proximity and Exit Films' campaign for the jewellers is based on the premise of helping a loved one rediscover their sparkle

Michael Hill's New Christmas Campaign Reminds Aussies It's the Thought That Counts
Michael Hill Jeweller has today launched its new Christmas brand campaign in collaboration with CHE Proximity. 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-19 restrictions, with a genuine family cast for the film, so they didn’t need to be distanced.

Vanessa Brennan, chief brand and strategy officer of Michael Hill, commented: “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.

Executive creative director at CHE Proximity, Helen James, added: “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.

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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

Genres: Storytelling

Categories: Retail and Restaurants , Retail Stores

CHE Proximity, Mon, 19 Oct 2020 05:52:12 GMT