A global rebrand and integrated tourism campaign launch celebrating a culture where happiness comes naturally.

A truly humbling experience that resulted in a body of work for Tourism Fiji that pays tribute to the raw, authentic beauty and happiness that thrives in Fiji. An invitation to the world to come and share in it, because there is more than enough to go around.

While Fiji has long stood for happiness, it has been presented in a way that heroes the visitor and casts local Fijians in support and service roles. But in Fiji, happiness goes culture deep - it has been forged by their environment, their faith, their family and their diet for generations. It exists whether the tourists are there or not.

‘Where happiness comes naturally’ is a new global integrated brand platform which puts Fijian culture front and centre. From utilising local artists to help create the new word mark, to recording our voiceover in the three primary languages of Fiji, to using an awarded National Geographic photographer to capture our stills, our campaign reframes authentic happiness in Fiji.

Shown here are the hero 60”, 6 x 15”, OOH, website and BTS images.