Toyota has unveiled a sparkling collaboration with Australian jewellery designer Millie Savage, launching the C-HR Diamond Collection. This unique collection features lab-grown diamonds made from parts of the all-new C-HR vehicle, marking a novel fusion of automotive engineering and jewellery design. The campaign was brought to life by independent agency HERO and directed by award-winning FINCH director Michael Hili.

The campaign film showcases the intricate process of transforming car parts into diamonds, offering viewers a glimpse into the innovative journey from vehicle to jewellery. The C-HR Diamond Collection is available for purchase on Millie Savage's website, allowing customers to own a piece of this unique collaboration.

Vin Naidoo, Chief Marketing Officer at Toyota Australia, expressed his enthusiasm for the campaign, stating, "This is such a stunning, uniquely designed Toyota and it deserved a campaign to match. We wanted to strongly position the All-New C-HR as a premium model and we’re confident that through the C-HR Diamond Collection campaign, it does just that."

The campaign was a significant challenge, as it required blending creativity, science, and design to transform car parts into diamonds. Shane Geffen, Executive Creative Director at HERO, shared his thoughts on the process, "Turning car parts into diamonds was a huge challenge, but a testament to what’s possible when you blend creativity, science and design."

Toyota's integrated campaign is supported by PR, OOH, digital and social, alongside in-dealership activity. HERO, the independent Australian agency behind the campaign, has a track record of working with clients such as Bakers Delight, Bumble, Calbee, Centrum, Mastercard, Maybelline, Reckitt, Engie, Sirena, and Toyota.