Michael Hill reminds Kiwis it’s the thought that counts in new campaign via CHE Proximity

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Michael Hill Jeweller has today launched its new Christmas brand campaign in collaboration with Australian agency CHE Proximity, based on the premise of helping a loved one rediscover their sparkle.


The film, which is airing in New Zealand, shows an all too familiar chaotic evening routine for mum, kids, and the family dog, which culminates in a bedtime story. Mum resonates with the lead character who, ‘at the end of a year of endless debacle’, realises that she had ‘lost her sparkle.’ This doesn’t go unnoticed by her kids, and on Christmas Day, mum spots a thoughtful little treasure trove labelled ‘to mummy’, with a purple Michael Hill box. She opens the box, and the gift inside provides her sparkle once again.

The emotive Christmas spot is 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.

Says Vanessa Brennan, chief brand and strategy officer of Michael Hill: “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.

Says Helen James, executive creative director at CHE Proximity: “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 their stores. They have seen it as an opportunity to bolster their online offering, adding services such as virtual appointments and a content hub.

Client: Michael Hill
Chief Brand & Strategy Officer: Vanessa Brennan
Head of Marketing: Nicole Newman
Marketing Manager: Michael Garlick

Creative Agency: CHE Proximity
CEO: Chris Howatson
CCO: Ant White
ECD: 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
EPs : 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