Work - Kathryn Cox Creative Direction

ALOHA. It’s bigger than a greeting. It’s an attitude, a spirit, a way of life. ITN Productions created and produced Hawaiian Tropic’s 2018 Summer Campaign, in collaboration with Wavemaker. Hawaiian Tropic wanted to build its beauty brand credentials, with its Hawaiian heritage, botanical skin-loving ingredients and famous scent. My creative response with director Laura Borgio, was to bring to life the summer of three stylish friends, who encapsulate the aloha spirit. Our girls have the Hawaii feeling wherever they are; be it in the city, on the beach and at a festival. Aimed at young women 18-24 years, the social first creative of commercials and Instagram stories, invites viewers to share their own UGC Hawaii feeling. Filmed on location in Cape Town South Africa, the campaign has been very well received by Hawaiian Tropic globally and is currently live across digital channels. Credits: Production Company - ITN Productions Head of Creative – Kathryn Dufty Director – Laura Borgio Producer – Noelia Lage 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

“ALOHA. It’s bigger than a greeting. It’s an attitude, a spirit, a way of life.”

Hawaiian Tropic

SOCIAL. DIGITAL. GLOBAL. PITCH WIN.

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