Toyota Unveils Collection of Diamonds Made from C-HR Vehicle

With a design inspired by the angular lines of a diamond, Toyota’s all-new C-HR lives on the edge of what’s expected. Brought to life via independent agency HERO, the campaign reveals that the vehicle wasn't just inspired by a diamond but actually became one, through a first-of-its-kind collection made with lab-grown diamonds created using different parts of the vehicle.

Award winning FINCH director, Michael Hili, helmed the production of the campaign launch film, a highly stylised representation of the process. The film sees 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 Millie. Viewers are then directed to the campaign hub and website for Millie Savage, where each one-off piece of the collection is available for purchase.

Vin Naidoo, chief marketing officer Toyota Australia 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 premium model and we’re confident that through the C-HR Diamond Collection campaign, it does just that.”

Says Shane Geffen, executive creative director HERO, “Turning car parts into diamonds was a huge challenge, but a testament to what’s possible when you blend creativity, science and design.”

The C-HR Collection will be available online via the campaign product page https://www.milliesavage.com/collections/limited-edition-2024, where you can also discover more about the collaboration and the diamond making process. Toyota’s integrated campaign as part of its EMPROS marketing strategy is supported by PR, OOH, digital and social, alongside in-dealership activity.