Hawaiian Airlines Brings the 'Aloha' Spirit in Campaign from MullenLowe LA
Americans are terrible at taking vacations and after the last 18 months of stay-at-home orders, they need a vacation more than ever. MullenLowe LA has created a new campaign for Hawaiian Airlines 'The Keepers of Vacation' which launches this week.
The work inspires people to dream of a Hawaii experience far from their everyday lives. Meticulously crafted by award-winning directors Zhang and Knight, they show how easily a dull or stressful situation can be transformed into the tranquil beauty of Hawaii. Each spot begins in a mundane, everyday space – a lonely, sterile office or a chaotic family home. A moment later, one of the people trapped in each environment happens across an evocative image of Hawaii, transporting their thoughts to a dream vacation. As they wistfully look at the photographs, Hawaiian Airlines flight attendants magically and gracefully sweep into the space. Their friendly warmth and caring service effortlessly deconstruct the everyday surroundings, transforming one into a beautiful beach and the other into a majestic rainforest. The guests walk off into their ideal vacations, perfectly facilitated by Hawaiian Airlines.
“Bored Room” and “Work from Home” will run on social, digital, local TV and OLV channels starting August 23.
As the only leisure-focused airline based in Hawaii, Hawaiian Airlines’ culture is centered around the aloha spirit. Their unique values give the airline permission to act as the protectors of vacation with one mission: taking Americans from the mundane world of overworking to the majestic destination of Hawaii. The campaign leans into Hawaiian Airlines’ DNA of an exclusively leisure-focused, Hawaii-based airline to showcase their expertise, warm hospitality, and aloha spirit.
CLIENT: HAWAIIAN AIRLINES
CAMPAIGN: THE KEEPERS OF VACATION
SPOTS: "WORK FROM HOME," "BORED ROOM"
PRODUCTION COMPANY: Florence
Directors: Linden Zhang + Hannah Knight
Executive Producer: Jerad Anderson, Matt Griffo
Line Producer: Andrew Denyer
DP: Chris Ripley
AGENCY: MullenLowe LA
CEO: Lee Newman
Managing Director: Javier Passerieu
Head of Strategy: Mollie Partesotti
Group Strategy Director, Social: Samantha Schaitberger
Senior Brand Strategist: Hannah Gullah
Executive Creative Directors: Carlos Alija, Laura Sampedro
Creative Directors: Ben Kay
Assoc. Creative Director: Sean Wright
Copyrwriter: Josiah Hoeflinger
Art Director: Joe Abruzzo
Head of Integrated Production: Kate Hildebrant
Senior Producer: Alyson Buoncristiani
Director of Art Production: Karen Youngs
Director of Business Affairs: Davina Turnbull
Senior Business Affairs Manager: Nickie Kolb
Group Account Director: David McKenzie
Account Director: Caroline Hanley
Senior Account Executive: Olivia English
XR STAGE PRODUCTION: Thunder Studios
Director of Business Development: Leslie Sorrentino
Producer / Creative Director: Irfan Merchant
XR Technicians: George Hain, Paul Nester, Cory Sayles, Mitzella Brenda
EDITORIAL: Rock Paper Scissors
Editor: Jamie Foord
Assistant Editor: Michael Shugarman
Head of Production: Dre Krichevsky
Executive Producer: Shada Shariatzdeh
Producer: Nhu Phan
COLOR CORRECT: Primary
Colorist: Daniel de Vue
Executive Producer: Thatcher Peterson
Producer: Jenny Bright
Producer: Diane Valera
Color Coordinator: Jessica Clark
VFX Shoot Supervisor: Gavin Miljkovich
Creative Director/Lead Flame Artist: John Price
Flame Artists: Ilia Mokhtareizadeh, Hannah Barnes
PreVis: Maverick Digital Inc.
Executive Producer: Matt McManus
Producer: Nathan Lueptow
AUDIO POST: 750 MPH
Head Engineer / Sound Supervisor: Sam Ashwell
Senior Sound Engineer: Mark Hellaby
Head of Production: Martin Critchley
Executive Producer: Jessica Ringshall
MUSIC HOUSE: Twenty Below Music
Music Supervisor / Managing Director: Emily Pritchard
Music Supervisor: Clare Everson
ORIGINAL MUSIC: Featured on 'WORK FROM HOME'
Name of Track: "Towards The Mountain"
Artist: T. Chichester Clark / A. Cohen
Music Supervision: Twenty Below Music
LICENSED MUSIC: Featured on 'BORED ROOM'
Name of Track: Somerset Love Song
Artist: Will Cookson
Rep: Audio Networks
Music Supervision: Twenty Below Music
Category: Airlines , Travel