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.