Challenge:
With poor visitor behavior on the rise throughout Hawai‘i, and residents running empty of aloha, the state needed a marquee piece to remind visitors Hawai‘i is a home—a home of limited and fragile natural resources; a home for wildlife found nowhere else on Earth; and a home to a unique culture that deserves preservation.
Execution:
This video ran across social platforms and paid media placements, and was accompanied with a series of paid social ads to give further on-island reminders when visiting.
