Today Tourism Fiji has launched its new global campaign via Saatchi & Saatchi NZ, announcing Fiji is officially ‘Open for Happiness’.
The campaign goes live as the island nations’ borders are now reopened for quarantine-free travel for fully-vaccinated visitors from Australia, the UK, US and New Zealand amongst others.
Bringing the concept of ‘Open for Happiness’ to life, the spot features Rebel Wilson escaping the hustle and bustle of Hollywood life to glamorously wash up on Fiji’s pristine shores. Welcomed with a friendly Bula (Fijian for hello), she then embarks on an adventure to experience all that the idyllic islands have to offer.
Directed by LA based Fredrik Bond, the film is the evolution of the existing Fiji communication platform, ‘Where Happiness Finds You’ and features Fijian locals throughout. Following a private gig with Rebel Wilson, Top Fijian vocalist and musician, Kuki, appears with a guitar in hand on a passing boat in one scene.
Shot over two days in early November 2021, the campaign displays stunning shots of the Fijian water, beaches, mountains and the six star Vomo Island Resort.
Growing up in Australia, Rebel has fond memories of visiting Fiji as a child and was delighted to return as an adult to shoot the ‘Open for Happiness’ campaign.
Says Wilson: “I had the best time filming this campaign, there really is nothing like the white sand and clear waters of Fiji. It is truly breath-taking.
“But even more than the landscape, I love Fiji the most for its people. Everyone greets you with a smile and a ‘bula’, the warmth and hospitality of everyone I met is something I will always remember.”
Says Emma Campbell, CMO, Tourism Fiji: “We’re so proud to launch this campaign, featuring the brilliant Rebel Wilson! What a pleasure it was working with someone so talented, and who truly embraced everything Fiji is about – from our natural beauty, to our people and our local musicians, producers and talent.
“Fiji is truly Open for Happiness, and this was such a special campaign for us to make, in Fiji. We are thrilled to once again, to finally be able to welcome our visitors back from around the globe to the shores of Fiji – it has been a long time coming.
“I would also like to thank Rebel, the TF marketing team, Fiji Airways, Vomo Island Resort, the Fijian Government, Saatchi & Saatchi, Fredrik and the whole production crew for making this beautiful campaign happen around the challenges that Covid presented.”
Says Steve Cochran, CCO, Saatchi & Saatchi: “The last couple of years have been extraordinary and have given everyone reason to reflect on what’s truly important to them. As we emerge from a time of lockdowns, Fiji certainly offers the world something special for those who are looking to put some fun back into their life, but in a meaningful way.
“Fiji’s platform of ‘Where Happiness Finds You’ was perfectly set for the mindset of travellers right now. We thought Rebel was ideal for bringing this story to life with her Australasian connection to the Pacific, having her own personal transformation journey and of course she’s a damn funny and talented actor.”
Client: Tourism Fiji
CEO: Brent Hill
CMO: Emma Campbell
Brand Manager: Sera Cawanibuka
Consumer Marketing Officer: Anaseini Bakaniceva
Creative Agency: Saatchi & Saatchi NZ
CEO: Mark Cochrane
CCO: Steve Cochran
Senior Creative: Cece Chu
Senior Creative: Ryan Price
Executive Producer: Jane Mill
Head of Planning: David McIndoe
Head of Account Management: Susie Darling
Senior Business Manager: Chase Sullivan
Global Media Agency: Starcom
Media – Group Business Director: Paul Hamilton
Global PR Agency: MSL New Zealand
Managing Director: Isobel Kerr-Newell
PR Lead: Beccy Churchill
Production Company: Flying Fish
Director: Fredrik Bond
Producer: James Moore
Executive Producer: Samantha Attenborough
DOP: Crille Forsberg FSF
Editor: Patric Ryan (Marshall Street Editors)
Post Production: MandyVFX
Grade: Matic Prusnik
VFX: Anita Ward
Service Company: USA crew: MJZ LA
MJZ Producer: Alicia Richards
MJZ Executive Producer: Kate Leahy
MJZ Production Manager: Yvonne Ortiz
Fiji Line Producer: Nic Leggett
Audio: Franklin Rd Music & Sound