Hawaiian Airlines gave whiteGREY an interesting challenge for its first work since winning the business late last year – to devise a creative platform which would help overcome the loyalty Australians and New Zealanders have for their national carriers as their airlines of choice, and at the same time spark a desire to travel to Hawaii.

WhiteGREY executive creative director, Chad Mackenzie, explained, “Our insight very clearly indicated that the people of Hawaiian Airlines, Hawaii’s culture and the Aloha spirit is what makes the airline stand out from its competitors. The result is a campaign showing the people of Hawaii’s kindness and love; the airline’s outstanding service and the beauty of the Hawaiian Islands all under the Return with Aloha banner.

“We see Return with Aloha as a really interesting and authentic creative platform for Hawaiian Airlines which will provide plenty of creative opportunities as we grow together.”

The film is all about Hawaiian Airlines’ award-winning hospitality. If you watch, though, you’ll notice you’re being drawn into something else – travel porn. The landscape cinematography is magnificent.

The new creative campaign is the first iteration of the Return to Aloha brand platform and further executions will appear throughout 2019. Fellow WPP AUNZ agency, MediaCom was responsible for media. 

Chad Mackenzie, executive creative director of whiteGREY, said the initial challenge was to devise a creative platform which would help overcome the loyalty Australians and New Zealanders have for their national carriers as their airlines of choice, and at the same time spark a desire to travel to Hawaii.

Rob Sorensen, VP marketing and e-commerce, Hawaiian Airlines, commented, “Our new brand platform captures the Aloha spirit and will further strengthen our position as the preferred travel partner to inspire Australians and New Zealanders to travel with us to Hawaii.”

The 30-second film launches this week appearing on CUTV, and is supported by OOH, social, digital, and trade.

Credits

Agency: whiteGREY

Executive Creative Director: Chad Mackenzie

Creative Director: Ronojoy Ghosh

Copywriter: Grace O’Brien

Senior Art Director: Jerome Gaslain

Art Directors: Whitney Moothoo & Fong Ong

Client Service Director: Justine Leong

Senior Account Manager: Alex Sunier

Media: Mediacom

Group Director, Digital and Performance – Tom Lyness

Strategy & Planning Director – Hannah MacAuslane

Production: Hogarth

Producer: Alex Hobson

Editor: Mark Brightwell

Photography: Photoplay

Photographer: Mark Clinton

Music: Ant Smith