Miranda Kerr fronts Michael Hill’s new global rebrand campaign via CHEP Network
Leading fine jewellery brand Michael Hill has today announced international model and entrepreneur Miranda Kerr as its brand ambassador. Following the teaser film released last week, Michael Hill and agency partner CHEP Network have launched the global campaign starring Kerr, which is set to air in New Zealand.
The partnership marks a new era for the brand globally and arguably one of the biggest brand overhauls.
Kerr’s 18-month ambassadorship with Michael Hill spearheads the unveiling of the new brand identity that is set to rival other premium jewellery brands, with Kerr sharing that she was honoured to join the Michael Hill family at such a pivotal time in its brand transformation.
Says Kerr: “I am thrilled to be the Michael Hill ambassador; this partnership is so special to me because one of my first photoshoots in my career was with Michael Hill over 20 years ago. I’m proud to support Michael Hill in the next chapter of its journey, just like they supported me all those years ago.
“This next chapter in the brand is super exciting as they continue to create beautiful, sentimental jewellery that captures the meaningful moments. I love the campaign and the brand’s new elevated direction.”
Michael Hill’s chief executive officer, Daniel Bracken, said Kerr’s appointment was a critical element of its long-term brand strategy: “We are so proud to have Miranda partner with Michael Hill as our brand ambassador and help us celebrate this momentous moment for our brand.
“Miranda not only embodies our brand values, but she’s close to our antipodean roots and is the epitome of timeless elegance and sophistication.”
“Michael Hill has the ambition to be one of the most sustainable jewellery brands in the world and this aligns perfectly with the sustainable business practices that Miranda follows.”
The brand refresh encapsulates every element of the brand. From new logo to new website, social media, and design assets through to a new global flagship store in Chadstone. Additionally, a new colour palette and packaging has been introduced that embraces simplicity, inspired by the beautiful green New Zealand landscapes from which Sir Michael Hill began the story of the brand nearly 45 years ago.
Says Jo Feeney, chief marketing officer, Michael Hill: “Our new branding aims to continue telling the story of our proud heritage and bring to life the vision we’ve been working towards for the past two years of building a premium, aspirational brand that moves with the times and shifts perceptions.
“Each element of our rebrand has been carefully considered to align with our history and DNA as a brand and to allow us to continue evolving. Our commitment to quality, craft and creativity is just as strong today as it was when we first began in 1979.
“We are thrilled to have Miranda as our brand ambassador, the perfect embodiment of our new brand direction.”
As part of the agreement, Kerr will be featured in Michael Hill’s new advertising campaign, ongoing promotional activities, brand events, social media campaigns and more.
Client: Michael Hill
CMO: Jo Feeney
Group Brand and Marketing Manager: Libby Collison
Marketing Manager: Lucy Caskey
Creative Agency: CHEP Network
Exec Creative Lead: Christy Peacock
Exec Strategy Director: Katie Peacock
Managing Partner: Christine Gannon
Senior Account Director: Jane Harding & Sally Lovegrove
National Head of Integrated Production: Tash Johnson
Executive Producer: Tania Jeram
National Head of Design: Christian Hewitt
Creative Director: Kate Allan
Associate Design Director: Vanessa Saporito
Designers: Anna Forsyth, Saxon White
Junior Designer: Juliette Davies
Production Company: Larchmont
Director: Noah Marshall
Partner/EP: Ngaio McCreadie
Producer: Luke Kneller
Facilitating Production Company: Rakish
DOP: Matthias Koenigsweiser
Post Production
Offline Editor: Tim Mauger via Cutting Edge
VFX / Online: Alt VFX
Grade: Company 3, New York
Audio: Sonar Music
Music: Level 2
Brankmark Animation: Collider Studios
Stills: Nino Munoz
Media: OMD Brisbane and Hearts & Science New Zealand
PR: ENTHRAL.
Store Design: The General Store
6 Comments
Miranda looks a lot slimmer in these photos than she does in the ad, which is cringe.
Not sure what someone is sending her extravagant jewellery for. Clearly they are “proud of her” for something, since a note says that, but it’s not clear what she’s done other than be pretty?
Is the jewellery made from a low grade metal that’s nickel, iron and/or colbalt compound or steel and is Ms Kerr face magnetic?
This is the most stunning, elegant advert I have seen in years. Beautiful ! Congrats Michael Hill.
I hope Michael Hill’s flailing reputation does not tarnish that, of the beautiful Miranda Kerr.
I also hope that the rebrand is not just for the jewels and extends to the staff as well.
It is a beautiful commercial and I love the song and voice behind it. Who sings it?
One thing I noticed which does not make sense though:
If this love story is so great (from the song), where is the husband or boyfriend? She’s always by herself in the scenes while getting a couple notes of encouragement from him and gifts. Yet when pregnant, standing in what looks like a casino and seemingly being coveted by what look like single men, she’s still alone!
It would have been nice to see her man coming in and giving her a tender gesture at some point. If this commercial just means to empower women (and of course sell jewelry), why choose this song about a great love story?
Just wondering.
Beautiful advertisement. Miranda, the jewellery, and the soundtrack are perfect. I’d love to have someone gift me those jewels! Would love to know the brand of sunglasses Miranda is wearing. Want them too!