STORY’s Blair Hayes has directed a new series of ads for the Hawaii Visitors and Convention Bureau that reveal the island paradise from an unusual point of view: a visitor’s. Conceived by Honolulu agency MVNP, the spots avoid the expected and stereotypical imagery that’s often featured in travel advertising and instead seek to capture the essence of what it’s actually like to be there. Shot in as loose, improvisatory manner, the spots have the warmth of a home movie and focus on what an island vacation is really all about: having fun. The package, which centers on the islands of Oahu and Maui, includes both broadcast and extended online media and is a sequel to a group of spots (created by MVNP and directed by Hayes) last year. One ad follows a couple as they go on a road trip through Maui’s pristine Iao Valley and stop to admire a bubbling waterfall and the clouds girding Mount Halekala. Another spot follows a young couple as they leave Waikiki to explore all that Oahu has to offer; romping on Kailua beach, biking thorough the mountainous Kualoa Ranch, and watching in awe as surfers ride 30-foot waves on the North Shore.
Client: Hawaii Visitors and Convention Bureau. Agency: MVNP, Honolulu. Jenni Katinskzy, Executive Producer; Tammy Uy, Creative Director; Walter Wanger, Creative Group Head; Mike Wagner, Associate Creative Director; Jacqueline Davey, Associate Creative Director; Laura Dornbush, Senior Account Executive; Debbie Tada, Management Supervisor. Production: STORY. Blair Hayes, director; Mark Androw and Cliff Grant, executive producers.
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More