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Creative

Hawaiian Airlines Brings the 'Aloha' Spirit in Campaign from MullenLowe LA

Zhang and Knight direct 'The Keepers of Vacation' showing how easily a dull or stressful situation can be transformed into the tranquil beauty of Hawaii

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.

Featured Companies: Florence , Carbon

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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: Carbon

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

Genre: Comedy