Hawaiian Airlines launches The Keepers of Vacation

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.

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.

Hawaiian Airlines – The Keepers of Vacation: Bored Room / Work from Home

Credits

Agency MullenLowe/El Segundo
Production Company Florence/Los Angeles
Director Zhang + Knight

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Credits

Agency MullenLowe/El Segundo
Production Company Florence/Los Angeles
Director Zhang + Knight
Associate Creative Director Sean Wright
Director of Art Production Karen Youngs
Executive Creative Director Carlos Alija
Executive Creative Director Laura Sampedro
HP Kate Hildebrant

Managing Director Javier Passerieu
Senior Producer Alyson Buoncristiani
Executive Producer Jerad Anderson
Executive Producer Matt Griffo
Editing Rock Paper Scissors
Editor Jamie Foord
Assistant Editor Michael Shugarman
Head of Production Andrea (Dre) Krichevsky

Executive Producer Shada Shariatzadeh
Color Primary/Los Angeles
Colorist Daniel de Vue
Executive Producer Thatcher Peterson
VFX Carbon/Los Angeles
Creative Director/Lead Flame Artist John Price
Flame Artist Hannah Barnes
Executive Producer Matthew McManus

Producer Nathan Lueptow
Audio Post 750mph
Head Engineer / Sound Supervisor Sam Ashwell
Senior Sound Engineer Mark Hellaby
Head of Production Martin Critchley
Executive Producer Jessica Ringshall
Music Twenty Below Music
Music Supervisor / Managing Director Emily Pritchard

XR Stage Production Thunder Studios
Line Producer Andrew Denyer
DP Christopher Ripley
Color Coordinator Jessica Clarke
Producer Diane Valera
VFX Shoot Supervisor Gavin Miljkovich
Flame Artist Ilia Mokhtareizadeh
Producer Jenny Bright

Art Director Forest Abruzzo
Copywriter Josiah Hoeflinger
Creative Director Ben Kay
Producer Nhu Phan

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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.

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.