Southwest Airlines
Hawaii Heart Beats

CREATIVE DIRECTOR

- Creative Strategy & Direction
- Experiential Design Direction
- Concert Experience
- Video Creative Direction

KEY COLLABORATORS:
Maria Aguiar: Experiential Design
Eli Cane: Executive Producer
Jara Wallace: Producer
Nicole Ransom: Account Manager Lead
Audrey Stiffle: Account Manager
Jojo Pennebaker: Video Director
Steve Beal: Editor
Howie Rubin: EVP, Head of Agency
Jamie Harju Hallquist: VP, Head of Brand Solutions
Waikapu Collective: Floral Design
Arch Hawaii: Experiential Fabrication

With First Tube, I worked closely with Southwest Airlines to creative their Hawaii Heart Beats campaign and experience.

In collaboration with the Southwest Airlines brand team and a variety of local vendors in Hawaii, our team created a free concert experience with a local giveback component ingrained into the overall campaign.

The campaign was designed to highlight Southwest Airlines' focus on serving and connecting communities, increase awareness of their interisland flights, and encourage Southwest Airlines Rapid Rewards® sign-ups.

Our concert experience brought multi-platinum Country Star Russell Dickerson and local artist Lily Meola to Maui, with all tickets given away as part of a sweepstakes for Hawaii residents. Additionally, 50 lucky winners received travel and accommodations on Maui to join us at the concert from neighboring islands.

While on Maui, we created a unique experience for the Boys & Girls Club of Maui where Southwest Airlines hosted a pizza party with acoustic performances by our artists, providing food kits to the children and a cash donation to help the Boys & Girls Club of Maui continue doing what they do best - helping children in need.

The campaign culminated in branded content that shared more about the campaign and concert experience, all captured and produced by our content team.

You can watch Russell Dickerson’s performance on Southwest Airlines YouTube now: https://lnkd.in/eVyPnhcg or on Southwest's In Flight Entertainment starting in September.

For a full overview of the experience and to watch the Hawaii Heart Beats mini documentary, visit: https://lnkd.in/eKc7uqWy

Mahalo to Southwest Airlines and all of our partners for making this an incredibly memorable campaign!