Fine jewellery is an emotive category.
Michael Hill Jeweller has launched its Christmas campaign, celebrating the joy of giving to the people we care most about.
This year’s campaign builds on the story of first love between ‘Archie’ and ‘Alice’, who featured in the brand’s 2021 Christmas campaign - independently nominated by Cubery as one of the most effective Christmas campaigns of the year.
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 some hurdles along the way.
Creative lead, Christy Peacock said: “Building on last year, our story continues with our central characters, Archie and Alice. 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, said: “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.
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.
Credits:
Client: Michael Hill Jeweller
Chief Marketing Officer: Jo Feeney
Marketing Manager: Michael Garlick
Creative Agency: CHEP Brisbane
Managing Partner: Christine Gannon
Head of Strategy: Katie Peacock
Account Director: Alex Pavlos
Executive Producer: Mel Ashman
Creative Lead: Christy Peacock
Media Agency: OMD
Production Company: Larchmont New Zealand
Director: Noah Marshall
Executive Producer: Ngaio McCreadie
Producer: Tony Whyman
Director of Photography: Danny Ruhlmann
Prod Designer: Bruce Everard
Editing: Tim Mauger, New Zealand
Colour Grade: Tom Poole, Company 3, New York
Online: Alt VFX, Brisbane
CGI: Jon Baxter, Perceptual Engineering, New Zealand
Sound: Timothy Bridge, Sonar Music Sydney
Music Supervision: Karl Richter, Mel Pantz Level 2 Music Melbourne
