Mekanism helps to celebrate the culture of Hawai‘i
Hawaiian Airlines launches a new brand campaign by Mekanism celebrating Hawai‘i’s people and storytelling, airing around the Big Game across the state.
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Hawaiian Airlines has launched We Fly for Hawai‘i, a new brand campaign celebrating the spirit, people and culture of Hawai‘i, airing before and after the Big Game across the state.
Developed in partnership with Mekanism, the airline’s agency of record, the campaign is inspired by the Hawaiian word mo‘olelo, meaning storytelling, and leans into the idea that the brand’s story continues to unfold through new ways of experiencing Hawaiian Airlines.
The campaign positions Hawaiian Airlines as more than a means of travel – it shares the spirit of Hawai‘i around the world. From the naming of its aircraft to its onboard hoʻokipa (hospitality) and cabin design, every detail reflects the airline’s island home. Guided by aloha and kuleana (responsibility), Hawaiian Airlines proudly serves its communities and welcomes its guests with warmth and a deep respect for the culture that defines it.
Credits
View on- Agency Mekanism/San Francisco
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Credits
powered by- Agency Mekanism/San Francisco
The work incorporates employee-generated content, giving the campaign an authentic, made-by-its-own-people perspective. It also spotlights key brand initiatives including Atmos Rewards and Huaka‘i by Hawaiian, connecting guests to both the airline’s offerings and Hawaiian culture.
“This campaign was co-authored by our people, who live our values in every island neighbourhood we serve,” says Alisa Onishi, Managing Director of Hawai‘i Marketing at Hawaiian Airlines. “By centering our story around employee-created content for the first time, we’re telling our story through the voices of those who embody the spirit of Hawai‘i, and reminding our local community that Hawaiian Airlines is a reflection of our island home.”
“The opportunity was to move beyond surface-level messaging and tap into something people genuinely feel,” says Jason Harris, CEO at Mekanism. “By anchoring the creative in a real human truth, we were able to build a campaign that earns attention.”
