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.
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.
The new creative effort 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. Watch below:
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“Bored Room” and “Work from Home” will run on social, digital, local TV and OLV channels. The campaign began August 23.
CREDITS:
CLIENT: HAWAIIAN AIRLINES
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
PRODUCTION COMPANY: Florence
- DIRECTORS: Linden Zhang + Hannah Knight
- EXECUTIVE PRODUCER: Jerad Anderson, Matt Griffo
- LINE PRODUCER: Andrew Denyer
- DP: Chris Ripley
EDIT: 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
