The C-HR wasnt just inspired by a diamond, it became one’: Toyota launches new range withMillie Savage [Video]

Car manufacturer Toyota has teamed up with luxury jewellery designer Millie Savage to launch its C-HR Diamond Collection.

Inspired by the angular lines of a diamond, the new campaign is supported by PR, OOH, digital and social, alongside in-dealership activity, brought to life via independent agency HERO.

In a first-of-its-kind collection, the team created lab-grown diamonds using different parts of the vehicle, with the process depicted in the campaign.

Produced by award-winning FINCH director Michael Hili, the film shows a robot dismantling the vehicle and extracting carbon components to the extreme HPHT (High Pressure High Temperature) diamond growing process and the final 13 designs crafted by Savage. Each one-off piece of the collection is available for purchase.

Toyota Australia chief marketing officer Vin Naidoo said: “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 …