THE C-HR COLLECTION

THE C-HR COLLECTION

Toyota · Premium repositioning · C-HR

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

HERO has been the creative partner behind Toyota's newest arrivals to market, sparking Oh What A Feeling to life for every new model, from the C-HR Diamond Collection to the GR Yaris and bZ4X.

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.

Yup, we melted down a Toyota into a diamond...

THE LOGIC

Our Challenge: Toyota doesn't usually need to ask for desire, it already has reach. But the C-HR needed to do something rarer: signal genuine premium ownership, right as Australia's hybrid SUV category grew 76% year on year and Toyota doubled down on it.

Our HERO Insight: The C-HR's entire design language is drawn from the geometry of a diamond. Toyota had never said that out loud. If the car already looked like the most valuable object on earth though, the obvious move was to prove it. Literally.

THE LIGHTNING ⚡️

The Idea

We didn't advertise the car's diamond-cut design. We turned an actual C-HR into diamonds. A pre-production model was dismantled, its carbon extracted and grown into GIA-certified diamonds over eight months, then hand-crafted by Australian designer Millie Savage into a 13-piece jewellery collection available for purchase at https://www.milliesavage.com/, ranging from $1,200 to $4,600, each piece named for the part of the car it came from.

Millie’s renowned for her wonderfully eclectic style and unique standout pieces. The perfect collaborator for the C-HR Diamond Collection, inspired by a standout car. Toyota behaved like a fashion house at every touchpoint, film, microsite, out-of-home, culminating in a red carpet reveal at the Brownlow Medal, where the collection appeared on air before the press knew what they were looking at.

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.

The Results

Sold out

In just 3 weeks, Millie Savage's fastest-selling collection ever

Gold ring with square top and four diamonds on a metallic surface
Outdoor posters on a concrete wall featuring Toyota and Millie Savage collaboration for C-HR Diamond Collection, showcasing jewelry designs.
Gold ring with opal stone set on a textured gray surface
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.
Close-up of gold earrings with diamond-like stones on a reflective surface.

The Results

  • Sold out in 3 weeks, Millie Savage's fastest-selling collection ever

  • Highest number of registrations ever recorded for an Australian car launch

  • +4000% spike in Toyota Australia site traffic on Brownlow night

  • $42m in earned media, 242m+ total campaign impressions

  • WINA Grand Prix, Spikes Asia and Cannes Lions recognition

"A one-of-a-kind collection from the unlikeliest of source material."

Harper's Bazaar

Person with tattoos and multiple rings on their fingers leaning out of a car window.
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.