After a decade of leading creative for Kona Big Wave, DC’s “Bring the Aloha” campaign relaunches the brand for a broader audience, moving beyond its craft roots to a priority position in AB InBev’s premium beer portfolio.
“Bring the Aloha” is the brand’s first departure in years from DC’s long-running “Dear Mainland” campaign. But the core message remains the same: Breathe, from aloha’s literal meaning of shared breath. In the work, aloha manifests as human connection — through karaoke, on a local’s-only beach, or the first time a young man meets his girlfriend’s ohana.
Shot on Oahu and directed by Isaiah Seret, the spots use reverse chronology to reveal what made the magic moments possible: bringing the aloha, both the ice-cold Kona Big Waves and the impeccable vibes. Eagle-eyed locals may spot Hawaii heroes in the cast, like Luke Shepardson, Bumpy Kanahele, and Taimane Gardener.
R.J. Shaugnessy brought his signature style to capture the aloha energy in a photography shoot featuring all local talent and locations spanning the island. How cute are these people? Don’t you want to hang out with them in Hawaii and drink Kona Big Waves?
Was the aloha broughten to the social feeds? Of course it was.