Jeweller Michael Hill is launching their first ever global creative platform, We’re for Love, with two television slots during the live coverage of Super Bowl XLIX.
The commercials will air across Canada and the Chicago area where Michael Hill’s North American stores are based – with a potential audience in the millions. The commercials will also air in New Zealand and Australia on Sunday night.
Developed by Colenso BBDO and shot in New York the campaign declares Michael Hill’s love for… well, love.
“Love is one of the few universal truths so rather than travel the world to explore the subject of love we went to the city that the world travels to – New York,” said Colenso creative chairman Nick Worthington.
“While we were there we walked the streets chatting with people about love and interviewed more than 1200 people. The stories they shared were deeply moving – and they were all very real and very honest. Just like love.”
Michael Hill International chief marketing officer Joe Talcott said the company is very excited about their new creative direction.
“We’ve taken a really different approach with this campaign and are very proud of what we and Colenso have achieved. Colenso have taken our brand DNA and translated into a strong visual and emotional experience.”
The campaign includes a series of TV commercials, print, social and online content that highlights real stories told by the people who have lived them and provided heartfelt answers to the question ‘what would you do for love?’.
“We are advocates of love, in all its forms,” says Talcott. “We’re dedicated to creating, growing and celebrating real love with real people. Every piece of jewellery we sell is an expression of love and our goal is to help people create more love in the world. We’re excited to see how people react to the ad as we believe everyone will find something that resonates with them”
Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Executive Creative Director: Steve Cochran
Group Business Director: Angela Watson
Project Director: Helen Prangley
Head of Planning: Andy McLeish
Client: Joe Talcott, Chief Marketing Officer
Client: David Keeling, Creative Director
Client: Mike Parsell, CEO
Client: Sir Michael Hill, Chairman of the Board of Directors
Media Agency: Spark NZ, OMD Australia, Media Experts North America
Production Company: Webber Presents
Production Company Producer: Tom Claxton, Webber Presents
Production Company: Artifex Productions
Production Company Executive Producer: Lavanya Radhakrishnan, Artifex Productions
Director: Magdalena Wosinska, Webber Presents
Sound Design: Shane Taipari, Franklin Road
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