CHE Proximity: Michael Hill kicks off the Aus Christmas ad season

CHE Proximity has launched Australia’s first Christmas commercial. It’s for Michael Hill and it rewards overworked women by offering gifts that help them to “rediscover their sparkle”, in a relatable story about a mum’s hectic everyday routine.

The Christmas spot was 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.

Vanessa Brennan, chief brand & 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.

Helen James, executive creative director at CHE Proximity, 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 its stores. It sees Christmas as an opportunity to boost its online offering, adding services such as virtual appointments and a content hub.

Credits:

Creative Agency: CHE Proximity
Chief Executive Officer: Chris Howatson
Chief Creative Officer: Ant White
Executive Creative Director: 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
Executive Producerss : 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