OluKai

Using "Fake" Hawai'i to advocate for Real Hawai'i.

Spec work

Video
Phase 1

Generate buzz with a social media scrub.

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Phase 2

On International Hawaiian Pizza Day, we take a stand on the hot-topic debate—pineapple on pizza—by canceling it.

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Phase 3

See what happens.

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Phase 4

A week later, we bring back Hawaiian pizza while calling attention to Native Hawaiian artists and education around Hawai'i.

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Limited-time pizza boxes designed by Native Hawaiian artists.

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QR codes lead to a microsite about the artists.

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A social content series highlights Hawaiian culture and topics about the islands.

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Art Direction: Self, Van Leigh Armer
Copywriting: Kathryn Worrall
Animation & Edit: Self