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2023 One Show - Film & Video

The Jewellers

Agency CHEP Network / Brisbane + Larchmont / Auckland + The Editors + Sonar Music / Sydney

Client Michael Hill Jeweller

Category

Online-only Films & Video / Varying Length Series

Annual ID

OS23_FI109M

About the Work

After years of heavy price-discounted retail advertising featuring the company founder, the Michael Hill Jeweller brand had lost all its romance – which is a bit of a problem when you’re selling diamond engagement rings.
To breathe life back into the brand, and introduce a new generation to Michael Hill, we tapped into the brand’s heritage, and retold the true love story behind the Michael Hill Jeweller brand.
It was a love affair that started in 1964 when Michael met Christine, his muse, his partner and the creative force behind their jewellery business. The resulting films celebrated not only their love story, but their commitment to creativity and craftsmanship from day one. We knew this would make huge inroads in our journey from mass retailer back to fine jeweller. After all, Michael Hill was the original independent jeweller, from Whangarei, New Zealand.
Released as a series of episodic films online, it’s a historically accurate biopic recreating the story of how Michael Hill and his wife Christine met, fell in love, and created a jewellery empire, shot through the lens of contemporary nostalgia. It retells the story with excruciating attention to detail, particularly in terms of casting, art department, shooting in original locations and capturing the spirit of the 1960s when The Beatles had just toured New Zealand, Pierre Cardin and Yves Saint Laurent were bursting onto the fashion scene and iconic films featuring stars with enduring style dominated culture.
The films resonated with global audiences across New Zealand, Australia and Canada, with huge engagement on social media, an 82% increase in global store visits, 39% increase in bridal sales and a16% increase in average transaction value. And a startling 97% video completion rate in New Zealand, the brand’s home country.
YouTuber @scrappinrabbit was not alone in asking “When can we see the full story on Netflix??”

2023 Awards

Total Points: 3

Merit

Credits

Agency

CHEP Network / Brisbane

Client / Brand

Michael Hill Jeweller / Brisbane

Production Company

Larchmont / Auckland

Music / Sound Production Company

Sonar Music / Sydney
750mph / London

Post Production Company

The Editors

Chief Marketing Officer

Jo Feeney

Director

Noah Marshall

Director of Photography

John Toon

Producer

Tony Whyman

Account Director

Alexandra Pavlos

assistant editor

Grace O’Connell

Creative Director/Art Director

Christy Peacock

Editor (Bridal Films)

Laurence Van Camp

Editor (Origin Film)

Tim Mauger

Grade

Company 3 LA

Hair / Makeup artist

Margaret Petchell

Head Composer

Anthony Partos

Head Of Post Production

Liv Reddy

Head of Sound

Timothy Bridge

Head of strategy

Katie Peacock

Head of Supervision

Karl Ritcher

Managing Partner

Christine Gannon

Marketing manager

Tyra Gunnis

MUSIC ENGINEER

Josh Pearson

Production Designer

Bruce Everard

Sound Supervision

Level Two Music Melbourne

Stylist / Costume Designer

Olivia Dobson

Supervisor

Mel Pantz
Hugh Owens

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