Toyota has launched a sparkling new collaboration with Australian jewelry designer Millie Savage, introducing the C-HR Diamond Collection. This unique collection features lab-grown diamonds created from parts of the all-new Toyota C-HR vehicle. This innovative blend of automotive engineering and jewelry design was brought to life by independent agency HERO and directed by award-winning filmmaker Michael Hili of FINCH.
The campaign film highlights the fascinating process of transforming car parts into diamonds, offering viewers an insight into this creative journey. The C-HR Diamond Collection is now available for purchase on Millie Savage’s website, allowing customers to own a piece of this distinctive partnership.
Vin Naidoo, Chief Marketing Officer at Toyota Australia, expressed excitement about the campaign, saying, “The All-New C-HR is a stunning, uniquely designed vehicle that deserved a campaign to match. We aimed to position the C-HR as a premium model, and we believe the C-HR Diamond Collection campaign achieves that goal.”
The campaign posed a significant challenge by merging creativity, science, and design to turn car parts into diamonds. Shane Geffen, Executive Creative Director at HERO, noted, “Transforming car parts into diamonds was a major challenge, showcasing what can be achieved when creativity meets science and design.”
Toyota’s integrated campaign includes PR, out-of-home advertising, digital and social media, as well as in-dealership promotions. HERO, the independent Australian agency responsible for the campaign, has previously worked with notable clients such as Bakers Delight, Bumble, Calbee, Centrum, Mastercard, Maybelline, Reckitt, Engie, Sirena, and Toyota.