‘The C-HR wasn’t just inspired by a diamond, it became one’: Toyota launches new range with Millie Savage

Rosie Drew

August 20, 2024 12:01

‘The C-HR wasn’t just inspired by a diamond, it became one’: Toyota launches new range with Millie Savage

Car manufacturer Toyota has teamed up with luxury jewellery designer Millie Savage to launch its C-HR Diamond Collection.

Inspired by the angular lines of a diamond, the new campaign is supported by PR, OOH, digital and social, alongside in-dealership activity, brought to life via independent agency HERO.

In a first-of-its-kind collection, the team created lab-grown diamonds using different parts of the vehicle, with the process depicted in the campaign.

Produced by award-winning FINCH director Michael Hili, the film shows a robot dismantling the vehicle and extracting carbon components to the extreme HPHT (High Pressure High Temperature) diamond growing process and the final 13 designs crafted by Savage. Each one-off piece of the collection is available for purchase.

Toyota Australia chief marketing officer Vin Naidoo said: “This is such a stunning, uniquely designed Toyota, and it deserved a campaign to match.

“We wanted to strongly position the All-New C-HR as a premium model, and we’re confident that through the C-HR Diamond Collection campaign, it does just that.”

HERO executive creative director Shane Geffen added: “Turning car parts into diamonds was a huge challenge, but a testament to what’s possible when you blend creativity, science and design.”

Campaign credits

Client – Toyota Motor Corporation Australia
Chief Marketing Officer: Vin Naidoo
Snr Manager, Regional Operations: Andrew Wearing
Snr Manager, Brand Communications: Anthony Nobile
Manager Communications – Passenger: Taruna Aguru
Acting Manager Communications – Passenger: Renuka Gupta
Senior Brand Specialist: Grace Cheah
Senior Brand Specialist: Ben Casagrande
Senior Strategy Coordinator: David Di Liso
|Brand Specialist: Andrea Misquith
Agency – HERO
Executive Creative Director: Shane Geffen
Creative Director: Andrew Woodhead
Associate Creative Director: Lee Phillips
Art Director: Charlotte Smith, Johnathan Akiki
Creative: Will Fox
Head of Broadcast: Roz Scrimshaw
Freelance Producer: Sheridan Wadelton
Head of Strategy: Tallon Mason-Kaine
General Manager: Richard Hayes
Executive Director: Charlie McDevitt
Group Account Director: Gideon Nedas
Senior Business Manager: Issy Kelly
Production – FINCH
Managing Director: Corey Esse
Director: Michael Hili
Executive Producer: Nick Simkins
Producer: Bryce Lintern & Amy Dymond
DOP: Ross Giardina
Robotics: Kuka Robotics
Casting – Peta Einberg Casting
Casting Director: Peta Einberg
Post Production – ARC Edit
Executive Producer: Kani Saib
Colour Grade: Matt Fezz
Editor: Graeme Pereira
Online Artist: Viv Baker
Sound Design & Music – Massive Music
Producer: Georgia Roberts & Katrina Aquilia
Composer: Lance Gurisik
Sound Engineer: Abby Sie and Myles Lowe
Jewellery Designer: Millie Savage
Diamond Creator: Heart in Diamond
Meida Agency: Spark Foundry
PR Agency – Havas Red
Group Account Director: Russell Williamson
Group Account Director: Joanne Ng
Senior Account Director, PR: Kathleen Rayment
Account Director, PR: Adrienne Pearson
Senior Account Manager, Social and Content: Maddy Ashbolt
Videographer/photographer: Leanne Wilson
Digital Agency – R/GA
Executive Producer: Monique Brasher
Creative Director: Anita Forte
Experience Design Lead: Amirul Nasir
Account Manager: Lachie Barber
Visual Designer: Nina Gibbes
Senior Content Manager: Rosa Trinh