Hawaiian Airlines
Hawaiʻi Starts Here
The Opportunity
Many airlines can take you to and from Hawaiʻi, but there’s only one that makes you feel like you’re already there at 20,000 feet. From the music playing as you take your seat, to the snacks and drinks served – everything Hawaiian Airlines does encapsulates the essence of Hawaii. So how do we get travelers to realize this, and choose Hawaiian and spend more for upgrades?
The Idea
“Hawaiʻi Starts Here” showcases a very simple, but captivating truth; your Hawaiʻi vacation begins the moment you step on board a Hawaiian Airlines plane.
Credits & Collaborators
Agency: MullenLowe L.A.
ECD: Laura Sampedro, Carlos Alija
CD: Tyler Kirsch, Erica Sanchez
Creatives: Jude Le Bayon, Elin Lindeberg
Producers: Marla Bahloul, Amanda Van Caneghem
Director: Thomas Ralph
DP: Gaul Porat
Production Company: Imposter
Editing: Work Editorial
Sound: Concret Form
ECD: Laura Sampedro, Carlos Alija
CD: Tyler Kirsch, Erica Sanchez
Creatives: Jude Le Bayon, Elin Lindeberg
Producers: Marla Bahloul, Amanda Van Caneghem
Director: Thomas Ralph
DP: Gaul Porat
Production Company: Imposter
Editing: Work Editorial
Sound: Concret Form
Empty Nesters :30s
Families :15s
Beverage :06s
One campaign. Two target audiences. Three films with various cutdowns. We used a collage-like visual device to bridge the on-land Hawaiʻi experience with the in-flight experience, displaying both the new state-of-the-art 787 Dreamliner and the visceral beauty of the island.
Together with our music partner, we composed an original score to serve as the soundtrack that was ownable and unique to Hawaiian Airlines, while steering away from the cliché.
Previous:
The Chocolocket
Next:
The Trojan Bouquet