The Brief
Bank of Hawaii partnered with Hawaiian Airlines to launch the 5 Million HawaiianMiles Giveaway, designed to increase debit card usage by turning everyday purchases into a chance to win miles toward future travel.
The challenge was twofold. Make the offer instantly clear across channels, and bring the travel feeling to life during COVID when production, budgets, and movement were limited.
The Results
We kept the campaign travel-forward without a traditional shoot by repurposing existing footage and pairing it with city-specific backdrops for each target market, including San Francisco, Seattle, and Los Angeles. The approach maintained a real sense of destination while working within COVID constraints and reducing production costs.
More importantly, it gave people something they needed in that moment: a reason to imagine the next trip. The campaign kept Bank of Hawaii and Hawaiian Airlines partnership feeling hopeful and future-facing, positioning the debit card as a simple step toward travel when travel felt far away.
When travel paused in 2020,
we kept the
dream moving.
