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People in Hawaii wear a different kind of masks. By bringing the daunting situation we're all in during COVID and its symbol, a face mask, into a positive light, this campaign breaks the uncertainty of a pandemic into an actionable solution – flying to Hawaii – and encourages people to smile again.
Featured in the 2022 Communication Arts annual and commended by the Cannes Lions Members’ Showcase committee
I wish to thank Sylvie Pustaszeri, Dejan Djuric, Darren Clarke, Robin Heisey, Allie Keith and Daniel Szczepanek for their review and suggestions.