Two campaigns by House of Current garnered Silver Awards in the 2024 Advertising competition for their innovative and vibrant approach to retail advertising. Led by art director Wendy Lowden and created for Outlets of Maui and Royal Hawaiian Center, each project successfully embodies the spirit of aloha, positioning each place as a unique shopping destination. Both campaigns visually celebrate the island’s allure, resonating with both tourists and locals.
By: Scott Brannon, Art Director, HOC
Outlets of Maui
Our client came to us with a creative problem to solve: How can we position Outlets of Maui against all the other things to do and places to shop in Maui and Lahaina without looking cheap or touristy? For locals and tourists alike, it is an affordable place to shop on an island where very little is affordable. It is also a tourist draw, as it is situated directly on the beach, with a picturesque view, live hula shows, and great places to eat and drink, in addition to great aspirational brands. Essentially, everything is in one place.
After we conducted our brand discovery with the client and created the brand strategy, it became clear that their unique position as the only outlet on the island would lend itself to the obvious and strong positioning line—“Only one. Outlets of Maui.” to both of our audiences. But visually, we needed to make this as interesting and vivid as the place itself. Using bright, Hawaiian-inspired colors, lifestyle photography, and video shot on and near the property, and using a graphic “1” or “O1. OOM.” (Only one. Outlet of Maui.), we built a story that was engaging to tourists and authentic to locals. It was critical that all imagery truly conveyed the feeling of Maui, as each island has its own vibe that locals are proud of, and tourists are in search of.
With a limited media budget, we created a social media brand that was unmistakably OOM and used iPhone images along with our branding photos to capture various “1s” around the center and in Lahaina to reinforce our unique position. We also ensured that branding was in place throughout the property so visitors saw the brand at every touchpoint. Additionally, we made a big splash at the Maui airport arrivals area with a graphic takeover of the only escalator leading to baggage claim and dynamic video running at all baggage carousels as well.
The brand launch brought more people and their social channels to the shopping center. It was a success by all standards, and we are extremely proud of and honored to have created one very beautiful and authentic campaign.
Sadly, less than a year later, the town of Lahaina was virtually destroyed by fire, and the place and the campaign have taken on a whole new meaning for all of us who worked on this brand. We are thankful to have worked on this project and grateful that it is being recognized here in these pages so it can live on, however bittersweet.
Royal Hawaiian Center
Learning everything we can about our clients is in our DNA, regardless of their location. As an Atlanta-based agency, most would agree that working with Hawaiian clients would be a challenge because of the time and cultural differences—and they would be wrong. We immersed ourselves in Hawaiian culture and developed the brand strategy, focusing on the key pillars of culture, luxury, flavor, experience, and paradise.
First, a little background: The Center sits on the Rodeo Drive of Oahu—Kalakaua Avenue—in the heart of Waikiki. With luxury brands like Fendi, Hermès, Valentino, Harry Winston, and the like, the campaign had to appeal to the luxury shopper. It also features dining experiences that include everything from fine dining to fast-casual and local options, as well as a robust cultural program that combines educational programming with entertaining daily hula shows and lessons for the keiki (kids). Overall, this campaign had to work hard to appeal to locals and tourist families looking for an authentic Hawaiian experience.
After spending time at the Center, we realized this special place was active and activated from the moment it opened until it closed. Hence, the “day to night” campaign was born. Using the Hawaiian translation as our headline, we honored the Hawaiian culture. The gorgeous fashion stills and video shot at the Center, both during the day and night, put the focus on the luxury found here as well as the paradise that is the Royal Hawaiian Center. Our copy features all of the shopping, dining, and culture options found while in Waikiki.
This campaign is featured in local and continental US publications, as well as publications in Japan, China, and South Korea. The video is featured on the property, at the airport, on social media, and on various Asian airlines. Royal Hawaiian Center is truly an international attraction.
From sun up to sun down, this Center and campaign convey the totality of what it offers day to night—and does so beautifully.
We are storytellers: House of Current is proof that you don’t get to over 25 years in business without doing something right.
“Work hard and be nice to people” has served us well since long before we opened our doors in 2011. From turning friendships into relationships and relationships into years-long client partnerships, our history is filled with family, SkyMiles, and an overflowing portfolio of work that continues to inspire all we do. Dedication and passion for all things beautiful push our team to keep bringing to life industry-shaping creative with as much excitement today as on day one.
