Last year, a little boy called Archie and his first love, Alice, put Michael Hill Jeweller in the spotlight for Christmas giving. The campaign was even nominated by Cubery as one of the most effective Christmas campaigns of the year.
The love story continues this year. Archie will win your heart again. The 2022 brand film shows how Archie’s love endures through time and follows his efforts over the years to demonstrate his affection for Alice, despite love’s hurdles.
Creative lead, Christy Peacock, commented, “This year we decided to go deeper into their relationship, and we see Archie’s attempts to win Alice’s heart as they grow from children to young adults. Executed as a beautifully simple, timeless Christmas fable, it’s one that everyone can easily relate to.”
Michael Hill chief marketing officer, Jo Feeney, added, “Christmas is an emotive time of year for many reasons, and fine jewellery is an emotive category. Tapping into that insight and playing to the success of last years’ campaign, we wanted to lean in and continue the story of Archie and Alice. Watching the evolution of their young love is just that little bit of feel good we can all do with this year, reminding us how good it feels to make someone happy.”
This campaign continues the partnership with production company, Larchmont, and director, Noah Marshall, who also developed the brand’s Christmas 2021 campaign, and the recent Origin film which was based on the love story of Lady Christine and Sir Michael Hill.
Marshall commented, “It’s a real pleasure to be invited back by the CHEP and Michael Hill teams to collaborate on such a successful campaign. It’s a privilege to be able to work on a touching story, set in a such a beautiful location.”
The campaign launches this week in Australia, New Zealand and Canada across TV, cinema, online, social, press and OOH, and is supported by a range of product spots.
Watch the beginning of Archie’s love for Alice:
Credits:
Client: Michael Hill Jeweller
Chief Marketing Officer: Jo Feeney
Marketing Manager: Michael Garlick
Creative Agency: CHEP Brisbane
Creative Lead: Christy Peacock
Managing Partner: Christine Gannon
Head of Strategy:Katie Peacock
Account Director: Alex Pavlos
Executive Producer: Mel Ashman
Media Agency: OMD
Production Company: Larchmont New Zealand
Director: Noah Marshall
Executive Producer: Ngaio McCreadie
Producer: Tony Whyman
Director of Photography: Danny Ruhlmann
Production Designer: Bruce Everard
Editing: Tim Mauger
Colour Grade: Tom Poole @ Company 3, New York
Online: Alt VFX, Brisbane
CGI: Jon Baxter @ Perceptual Engineering
Sound: Timothy Bridge @ Sonar Music Sydney
Music Supervision: @ Karl Richter, Mel Pantz Level 2 Music Melbourne
