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 is the creative lightning behind some of Toyota’s most innovative campaigns, sparking Oh What A Feeling to life for its most exciting new models. From the C-HR Diamond Collection and Corolla range, to the Australian launch of the dynamic GR Yaris and bZ4X electric line-up.

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.

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 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.
Gold ring with opal stone set on a textured gray surface
Gold ring with square top and four diamonds on a metallic surface
Close-up of gold earrings with diamond-like stones on a reflective surface.

The Results

Sold out

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

RECORD
SIGN-UPS

Highest number of registrations on record for a new Australian car

$42M

$42m in earned media plus 242m+ total campaign impressions

+4,000%

40x spike in Toyota Australia website traffic on Brownlow night

GLOBALLY AWARDED

Cannes Lions, WINA Grand Prix and Spikes Asia recognition

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

Harper's Bazaar

  • FACEBOOK CONTENT

  • STREET POSTERS

  • TIME OUT PR

  • COLLECTION RINGS

  • DIAMOND RING

    DIAMOND RING