Creativity

Hawaii Aims to Lure Jaded Travelers With Fascinating Stories of Its Spirituality and Culture

Documentary Films by MVNP Tell the Tales of 10 Different Residents

By Alexandra Jardine. Published on Jan 08, 2018

Editor's Pick

Everyone knows about Hawaii's stunning scenery, amazing climate and glorious beaches, but the latest campaign from the Hawaii Visitors and Convention Bureau doesn't focus on these. Instead, they're just a backdrop for some fascinating short documentaries about its culture and inhabitants--a hidden side of the islands that not many visitors will get to see.

The films, created by local agency MVNP, highlight diverse aspects of Hawaiian culture by focusing on 10 different residents. Beautifully filmed, with direction by Bradley Tangonan of Shooters, they manage to blend both Hawaiian tradition and modern life on the island into a complex portrait designed to pique the interest of travelers.

For example, one film, seen here, centers on traditional Hawaiian surfboard shaper Tom Pokahu Stone, who takes a spiritual approach to his craft; another profiles female surfer Dustin Tester; elsewhere, there are stories that give us an insight into the lives of an executive chef who also works with local farmers, a navigator, a cultural practitioner and a Hula dancer.

According to the agency, the idea came from the fact that Hawaii is considered a "mature" destination. Keen travelers perceive the islands as too familiar and not exotic enough, and believe that Hawaii lacks culture, with nothing new to see. The aim of the campaign, therefore, was to communicate to skeptical vacationers there's far more to Hawaii than the typical tourist attractions and what they see on TV and in the movies.

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About

Credits

Date
Jan 08, 2018
Agency:
MVNP
Client:
Hawaii Visitors and Convention Bureau
Executive Creative Director:
Vince Soliven
Creative Director:
Steve Tom
Senior Writer:
Brian Watanabe
Senior Writer:
Angela Neri
Executive Producer:
Jenni Katinszky
Junior Producer:
Olivia Hampson
Group Account Director:
Debbie Tada
Senior Account Executive:
Analisa Cortes
Director:
Bradley Tangonan
Director of Photography:
Jeremy Snell
Production Company:
Shooters
Producer, Film:
Darrin Kaneshiro
Editorial:
M9
Editor:
Deb Miller
Editor:
Nick Stone
Editor:
Bradley Tangonan
Assistant Editor:
Karen Brizendine
Composer/Sound Designer:
Jordain Wallace
Sound Mixer:
Audiobytes
Finish/Color:
Mel Matsuoka

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