Modern life is full of small frustrations that drain joy, even while people are sacrificing more than ever to travel.
Our idea was built on a simple belief: Fiji isn’t just a destination, it’s a way of being.
Rather than shouting at people to travel, we designed a campaign that quietly showed up in life’s most “Un-Fiji” moments, using playful, contextual media to remind people what happiness feels like. Shot across the Coral Coast, Mamanuca Islands and mainland Fiji, the work contrasts modern stress with moments of genuine connection, nature and joy. By using data to place the idea precisely when people needed it most, media became the experience itself, helping people feel Fiji before they ever arrived.
Our idea was built on a simple belief: Fiji isn’t just a destination, it’s a way of being.
Rather than shouting at people to travel, we designed a campaign that quietly showed up in life’s most “Un-Fiji” moments, using playful, contextual media to remind people what happiness feels like. Shot across the Coral Coast, Mamanuca Islands and mainland Fiji, the work contrasts modern stress with moments of genuine connection, nature and joy. By using data to place the idea precisely when people needed it most, media became the experience itself, helping people feel Fiji before they ever arrived.
