THE C-HR COLLECTION

THE C-HR COLLECTION

Client: Toyota
Project: C-HR Collection

The Award-Winning Campaign That Saw A car Inspired By A Diamond, Become One.

To launch the all-new C-HR, a vehicle designed along the angular lines of a diamond, we turned the car into a jewellery collection featuring lab-grown diamonds made from the car itself.

How do you turn a car into a diamond? You need three main elements. A sparkle of brilliance, a bit of patience and a lot of carbon.

Yup, we melted down a Toyota into a diamond.

Over an eight-month period, we created our diamonds from organic material found in the Toyota C-HR. Then, partnering with Australian jewellery designer Millie Savage, we created 13 handcrafted pieces available for purchase at https://www.milliesavage.com/

Millie is renowned for her wonderfully eclectic style and unique standout pieces. The perfect collaborator for the C-HR Diamond Collection, inspired by a standout car.

The sold-out and GIA‑certified C-HR Diamond Collection reanged from $1,200 to $4,600 per item, including nine rings, a necklace, bracelet, earrings and a grill. Each inspired by a different part of the C-HR’s show-stopping interior and exterior design.

As Millie herself said, “The whole concept of a car's metamorphosis into diamonds felt like weaving two distinct worlds together, blending automotive innovation with eternal diamonds and hand-crafted jewellery. This unique transformation made the collaboration with Toyota truly inspiring.”

Diamond-Studded Results

The Diamond Collection elevated the C‑HR’s position within Toyota’s SUV line‑up, marking its pronounced shift into premium design, hybrid technology and higher‑value buyers.

Launched as Toyota doubled down on hybrid SUVs, a category that grew 76% year‑on‑year in Australia, the campaign reinforced the C‑HR as a statement model within the country’s number‑one SUV brand, which sold more than 117,000 SUVs in 2024 across its range.

By turning the vehicle itself into a luxury product, the campaign reframed the C‑HR from a small SUV into a cultural and design object, earning attention well beyond automotive media and into fashion, luxury and global creative press.

That premium repositioning was recognised internationally, with the campaign awarded a WINA Grand Prix, multiple Spikes Asia accolades and Cannes Lions recognition, establishing the C‑HR Diamond Collection as a benchmark for how automotive launches can build desirability, not just reach.

Close-up of a tattooed arm adorned with multiple rings and bracelets, resting on a car door with a side mirror reflecting an obscured person.
Person with tattoos and multiple rings on their fingers leaning out of a car window.
Outdoor posters on a concrete wall featuring Toyota and Millie Savage collaboration for C-HR Diamond Collection, showcasing jewelry designs.
Gold ring with square top and four diamonds on a metallic surface
Gold ring with opal stone set on a textured gray surface
Close-up of gold earrings with diamond-like stones on a reflective surface.
A woman with light blonde hair in a red and white striped outfit, sitting on the hood of a red Toyota car, with a pink background and the word 'Time Out' displayed in neon-style text.
A man in a black suit and a woman in a long, elegant purple gown are standing close together in front of a white Toyota car, with a brick building and greenery in the background.
Person wearing ornate rings and holding a chain, with tattoos on the hand, reclining in a stylish outfit with colorful embellishments.
Person posing in front of a blue car wearing a decorative outfit with pins, showing a tattoo on their arm.