The campaign is called ‘Open for Happiness.’ It’s all about encouraging people to find happiness not in material things, but in experiences and places. The spot beautifully showcases the infamous Rebel Wilson on a journey of self discovery and the ‘Pursuit of Happiness.’ Throughout the spot we see Rebel discovering Fiji. We watch her beautiful transformation as she unwinds and realises that Happiness has found her.
|Saatchi & Saatchi|
|Agency||Saatchi & Saatchi|
Goals of the film
Fiji’s borders have been closed since March 2020 because of the pandemic, and over 100,000 locals are out of work. It’s the biggest challenge the country has ever faced. Despite this, the people of Fiji are still one of the happiest and most welcoming people you’ll ever meet. Therefore the purpose of the ad was to announce Fiji’s re-opening to the world by showcasing how lovely the people of Fiji are and how recharging Fiji is as a destination.
Global audience demographics below.
25-40 solo and with friends – make memories, reconnect, experience another world, interact with local
25-45 couples – romance and adventure… reconnect, be alone, have space, experience luxury like never
Priority market North America and Australia, which links nicely to Rebel Wilson’s following as she is an
Australian actress living in LA.