How our global creative platform transformed Fiji's greatest cultural asset into record visitation.
Fiji. Where happiness comes naturally.
After winning a global competitive pitch, we relaunched a new creative platform for Fiji based on a simple insight - Fiji had always been known for happiness, but historically, it was tourists’ happiness, delivered by pools and in cabanas by a population cast as comic relief. The truth was, in Fiji, happiness wasn’t a gimmick turned on when tourists were around.
It was a cultural trait, developed over generations by their familial bonds, their environment, their faith and their diet. And so we set about showing the world that in Fiji, happiness came naturally, whether the tourists were there or not.
We launched the global platform through a film voiced in Fiji’s three primary languages - iTaukei, Hindi and English. For the first time, our languages took precedent over the language of the market they rolled out in.
We redesigned the national logo by incorporating a bespoke Masi (a traditional style of Fijian art) created for the platform, which captured our national cultural trait of happiness.
“To see the spirit of our nation - the warmth and joy - shine through in our new brand just reinforces what a special nation we are.”
For the first time, locals were the stars, not the sidekicks.
Impact