To celebrate the launch of the new Toyota C-HR model in Australia, Toyota has unveiled an innovative campaign in collaboration with renowned Australian jewelry designer Milie Savage.
This unique jewelry collection features lab-grown diamonds made from actual parts of the Toyota C-HR. The inspiration for the collection comes from the angular design of the new C-HR, which, according to Toyota, was inspired by diamonds. This first-of-its-kind campaign, developed by the independent agency Hero, transforms the car into diamonds.
The C-HR diamond collection consists of thirteen unique pieces, including nine rings, a necklace, a bracelet, earrings, and a "grill." Each piece in the collection is named after a specific part of the car or its function, such as the "Cruise Control" ring and the "Chained Up" necklace. Prices start at 1,200 AUD (approximately 820 USD) and go up to 4,600 AUD (around 3,150 USD), with some pieces already sold out.
Award-winning director Michael Hill created a cinematic video for the campaign, dramatically showcasing the process of transforming the C-HR into diamonds. In the video, a robot carefully dismantles the car to extract carbon parts and turn them into lab-grown diamonds.
Milie Savage commented on the collection: "The whole idea of transforming a car into diamonds felt like merging two different worlds—combining automotive innovation with timeless diamonds and handcrafted jewelry. This unique transformation made working with Toyota truly inspiring."
Milie Savage, a Melbourne-based jewelry designer, began her career handcrafting jewelry pieces in her garden studio and selling them outside local shops. She soon became one of Australia's most popular luxury jewelry designers, thanks to her unique designs and the quality of her pieces. Her eponymous brand enjoys great popularity and loyalty from fans.
This campaign not only promotes the new Toyota C-HR but also bridges the worlds of technology and art, creating a unique blend of automotive innovation and luxury design.
