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In 2021, Michael Hill Jeweller celebrated the enduring joy of giving with the launch of its Christmas campaign in Australia, New Zealand and Canada.
The campaign followed the selfless journey of a young boy, Archie, as he creates Christmas gifts that he’s handcrafted with love and care for all the special people in his life, from his next-door neighbour to his teacher, and the most important of all, his mum.
The work brought a touch of magic to the season and inspires the spirit of giving.
At Michael Hill, Christmas 2021 had extra pressure on it as it was the first campaign to embrace an entirely new strategic direction for the business. The business was on a journey to refresh the brand, to attract a new target market, who loved buying jewellery, just not from Michael Hill.
The Strategy embraced the idea that Giving is better than receiving by showing how how a special piece of jewellery chosen just for you is steeped in meaning and emotion.
The work was instrumental in positioning Michael Hill, a mass retailer, as the antidote to mass. In a twist on the expected retail conventions at Christmas, rather than jam our film assets with a huge variety of product, which was counter intuitive, we instead focus on the story of one little boy (Archie) and his dedication and effort to handmake, meaningful gifts for all the important women in his life. Beautiful, bespoke pieces of jewellery that reflect just how much they mean to him.