Michael Hill confesses ‘We’re for Love’ in new Super Bowl spot via Colenso BBDO, New Zealand

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Screen Shot 2015-01-30 at 1.10.42 pm.jpgMichael Hill International will launch its new look ‘We’re for Love’ brand platform this Sunday 1st February in Australia, New Zealand, Canada and the United States when it will air two new commercials during the Super Bowl XLIX.

The Super Bowl is a massive media event in the United States and around the world, the commercials will air during the game in Canada and the Chicago area where the majority of Michael Hill’s North American stores are based. Viewers in New Zealand and Australia will be treated to the first television viewing using the new global creative platform ‘We’re for Love’ on Sunday night (local time) 1st  February, when the ad airs on all the major networks.

The jewellery retailer has partnered with one of the world’s leading creative agencies, Colenso BBDO to create their new look brand platform.

Michael Hill International’s chief marketing officer, Joe Talcott, said the company is very excited about its new creative direction.

Says Talcott: “This is an exciting new creative direction for the company which was founded in 1979 by Sir Michael Hill in Whangarei, New Zealand. ‘We’re for Love’ uses beautiful, poignant and thought-provoking stories of real love, told by the people behind them, to encourage people to think about the nature of love. We feel these people represent a cross section of individuals who we do business with every day in New Zealand, Australia, United States and Canada.

“We’ve taken a really different approach with this campaign and are very proud of what Michael Hill and Colenso have achieved. Colenso have taken our brand DNA and brought it to life in a visual and emotional experience. The creation of the campaign involved talking to over 1,200 real people on the streets of New York and out of those, 30 were selected to appear in the campaign, they were asked about their experiences in love and “what would you do for love?” These real people, expressing real love, in whatever form that may take, have been included in the campaign. It is designed to engage and provoke emotional responses, set against a backdrop of beautiful imagery and music.

“We are advocates of love, in all its forms. 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 believe everyone regardless of age, sex, and relationship status will find something that resonates with them.”

Says Nick Worthington, creative chairman, Colenso BBDO: “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. While we were there we walked the streets chatting with people about love and interviewed more than 1,200 people. Most of their stories were deeply moving – and they were all very real and very honest.”

The decision to invest in air time during the highly anticipated NFL Super Bowl XLIX says Mr Talcott, was made to get the Michael Hill brand in front of as many people as possible, in two of the company’s key markets: USA and Canada.

The TV commercials will be supported by catalogues, online content, outdoor advertising, cinema, social media, in store signage and will appear in all Michael Hill International global markets.

Michael Hill International’s financial results released in August 2014, showed the largest annual revenue for the Group. The Group recorded a 9.9% increase in total revenue of $483.9 million in the 12 months ended 30 June, up from $440.2 million in 2013.

 

The Group currently has over 280 stores globally employing about 2400 staff in a variety of roles.

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