Hawaiian Tropic

  • Kathryn Cox
  • Noelia Lage Vazquez

SOCIAL. DIGITAL. GLOBAL. PITCH WIN. “ALOHA. It’s bigger than a greeting. It’s an attitude, a spirit, a way of life.” Hawaiian Tropic wanted to build its beauty brand credentials, with its Hawaiian heritage, botanical skin-loving ingredients and famous scent. Aimed at young women 18-24 years, the social-first campaign of Instagram stories and commercials invites viewers to share their own UGC Hawaii feeling.

Collaborating with fashion director Laura Borgio, our creative response was to encapsulate the aloha spirit, by bringing to life the summer of three friends. Our girls have the Hawaii feeling wherever they are; be it in the city, on the beach and at a festival. As a result, we won the pitch for Hawaiian Tropic’s 2018 global summer campaign for ITN Productions, with media agency Wavemaker.
Filmed on location in Cape Town South Africa, the campaign has been extremely well received by Hawaiian Tropic UK and Global teams. The campaign was further reversioned for US, France, Sweden, Australia and New Zealand.
Credits: Creative & Production: ITN Productions Advertising Head of Creative: Kathryn Cox Producer: Noelia Lage Director: Laura Borgio Head of Branded Content: Mark Thompson Production Manager: Claire Lambert Offline & Online Editor: Rhyss Hall
Wavemaker Content Production Director: Monica Riley Creative: Danielle Murphy
Hawaiian Tropic Marketing Director: Sarah Wood Sun Care Brand Manager: Laura Brown