Toyota just unveiled the launch of its new C-HR Diamond Collection, created together with Australian jewelry designer Millie Savage.
Conceptualized by independent agency HERO, the campaign plays on the new Toyota C-HR's angular, diamond-inspired design.
View this post on Instagram
Introduced in a spot directed by FINCH director Michael Hili, the first-of-its-kind jewelry collection uses lab-grown diamonds that were created using different parts of the vehicle.
HERO Executive Creative Director Shane Geffen highlighted the challenging process of transforming car parts into diamonds, which blended design, science, and creativity.
The collaboration resulted in 13 one-of-a-kind pieces, including a bracelet, a necklace, a pair of earrings, and several rings.
Notably, each piece has a unique name that matches the vehicular concept, such as the Cruise Control Ring and the Chained Up Necklace.
View this post on Instagram
The collection is available for purchase online on the Millie Savage website, where users can also get a firsthand look into the company's collaborative and creative process.
According to Vin Naidoo, Chief Marketing Officer at Toyota Australia, the unique initiative was created to homage the Toyota C-HR's equally unique design.
The integrated campaign is supported by PR, OOH, digital and social, alongside in-dealership activity as part of its EMPROS marketing strategy.
A highly unique case of automotive advertising, the initiative was able to analyze the essence of what makes the car special, resulting in a collaboration that feels authentic and natural.
Precious Gems
The hero spot opens in a futuristic, stylized workshop, where craftsmen work with robotic arms to dismantle a Toyota C-HR.
Featuring designer and jeweler Millie Savage herself, the spot depicts car parts being carefully melted and forged in kilns.
View this post on Instagram
Soon, hunks of carbon are harvested from the melted car parts, and artfully transformed into beautiful gemstones.
The diamonds then get polished and embedded into unique pieces of jewelry, as the spot ends highlighting the sleek design of the Toyota C-HR.
The brand's latest marketing initiative is just one of many innovative ads the car manufacturer released within the past year.
In May, Toyota recuruited actors Hillary Swank and Jimmy O. Yang to participate in a wilderness challenge that tested the abilities of the new Land Cruiser.
That same month, Toyota Northern California launched an 8-bit racing game to appeal to younger generations.
