Matt Bladin
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Michael Hill Christmas



Ideation & Art Direction / CHE PROXIMTY


International jeweller Michael Hill needed a Christmas campaign to stand out during the peak time of retail messaging. Teaming with Collider production house, we created an entire world of gift options, rendered in a new stylistic direction and design.

We started with the insight that men are often told they lack the knowledge to get gifting right.
They’re wrong.

Men’s intimate knowledge of their loved ones’ habits, quirks and preferences are the keys to giving her a piece she’ll love. So to help them find the right gifts, we’ll ask men the right questions.


Talking where men listen

We put jewellery ads where men least expect them by partnering with Google to identify the top 50 Youtube categories Australian men were watching in December. We then made a bespoke, insight lead ad for each one.


Insightful social shopping

A ‘choose-your-own-adventure’ style game created specifically for Instagram to help users find the perfect Christmas gift. By targeting males using dark posts, users were directed to one of several personalised Instagram accounts and led on a journey to find the perfect gift for Christmas; a Michael Hill product.


The Results

The campaign lead to the highest Christmas period sales in 5 years.

The company’s renewed push for online business via digital and social advertising paid off massively with an increase in sales of 59.3% (representing $8.1m).

Branded Collection sales also increased by 11% to 20% of total product sales (up from 18% of total product sales for FY18).