Toyota’s latest release is not what you think. It’s a diamond collection.
Toyota Australia and agency, Hero, have worked with Australian jewellery designer, Millie Savage, to create a diamond created from Toyota’s new C-HR. The first-of-its-kind collection is made with lab-grown diamonds created using different parts of the vehicle.
Shane Geffen, executive creative director, HERO, commented, “Turning car parts into diamonds was a huge challenge, but a testament to what’s possible when you blend creativity, science and design.”
FINCH director, Michael Hili, directed the campaign launch film. The film, a highly stylised representation of the process, shows 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.
Vin Naidoo, chief marketing officer Toyota Australia, stated, “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.”
The C-HR Collection will be available online via the campaign product page, where people can also discover more about the collaboration and the diamond making process.
Hero’s full campaign is part of Toyota’s EMPROS marketing strategy and covers PR, OOH, digital and social, alongside in-dealership activity.
Credits:
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 Specialists: Grace Cheah & Ben Casagrande
Senior Strategy Coordinator: David Di Liso Brand Specialist: Andrea Misquith
Creative Agency: HERO
Executive Creative Director: Shane Geffen
Creative Director: Andrew Woodhead
Associate Creative Director: Lee Phillips
Art Directors: Charlotte Smith, Johnathan Akiki
Creative: Will Fox
Head of Broadcast: Roz Scrimsha
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 Company: 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 @ Peta Einberg Casting
Post Production: ARC Edit
Executive Producer: Kani Saib
Colour Grade: Matt Fezz
Editor: Graeme Pereira
Online Artist: Viv Baker
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
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 Trin
