A romantic love story. An inspiring business story. A peek into Australian history. CHEP Brisbane’s new campaign for Michael Hill’s bridal range has three ways to captivate audiences…
…four, actually. It’s also being revealed in episodes.
The campaign interweaves the love story of Sir Michael and Lady Christine Hill, from their first meeting in 1964 through to their wedding, and the story of the launch of Michael Hill in 1979. Embedded in the story is the brand’s history of creativity and craftsmanship as well as the partnership and creative force that forms the foundation of the Michael Hill brand.
The campaign leads with a 3.30 minute film, a 60-second TVC and 30-second trailer.
Michael Hill chief marketing officer, Jo Feeney, stated, “We’re on a journey of reappraisal, and central to that is reminding people of our heritage as a fine jeweller. Telling the story of Sir Michael and Lady Christine Hill’s love and creative partnership and how they brought their ambition to life is the foundation of the brand. We are showcasing the care, craft, and passion behind the jewellery we sell. That passion and expertise continues within our business today, both our design team and our Australian manufacturing team continue to evolve and elevate the jewellery we create.”
CHEP creative lead, Christy Peacock, commented,, “Michael Hill is a brand born from creativity and romance, both of which are still very much alive and well within the business today. Telling the true love story of Lady Christine and Sir Michael Hill isn’t just a retrospective exercise, it’s done through the lens of contemporary nostalgia and enduring style that aims to reposition the brand with today’s audience.”
The film was shot in New Zealand, in authentic locations relevant to the Hill’s true story and features INXS’ famous love song, Never Tear Us Apart.
The full campaign, covering short film, TVC, BVOD, OOH, print and social, is running in Australia, New Zealand and Canada.
Credits:
Client: Michael Hill Jeweller
Chief Marketing Officer: Jo Feeney
Marketing Manager: Tyra Gunnis
Creative Agency: CHEP Network Brisbane
Creative Lead – MHJ: Christy Peacock
Associate Creative Director: Christie Luxton
Managing Partner – Brisbane: Christine Gannon
Head of Strategy: Katie Peacock
Account Director: Alex Pavlos
Executive Producer: Mel Ashman
Production Company: Larchmont New Zealand
Director: Noah Marshall
Executive Producer: Ngaio McCreadie
Producer: Tony Whyman
Director of Photography: John Toon
Production Designer: Bruce Everard
Stylist & Costume Designer: Olivia Dobson
Hair & Makeup: Margaret Petchell
Post Production: The Editors Sydney
Head of Post Production: Liv Reddy
Editor (Origin Film): Tim Mauger
Editor (Bridal Films): Laurence Van Camp
Assistant Editor: Grace O’Connell
Online: Stu Cadzow
Grade: Company3 LA
Sound Post Production: Sonar Music Sydney
Head Composer: Anthony Partos
Head of Sound: Timothy Bridge
Music Engineer: Josh Pearson
Executive Producer: Sophie Haydon
Sound Post Production: 750mph London
Sound Supervision: Level Two Music Melbourne
Head of Supervision: Karl Ritcher
Supervisors: Mel Pantz & Hugh Owens
Photography: M.A.P Productions
Head of Production: Ben Hams
Photographer: Derek Henderson
