Fiji makes people smile. That’s a problem if you’re a passport photographer or a passport officer – smiling is not allowed. Havas Host has turned this whimsical idea into a novel campaign for Tourism Fiji.
Fiji is known worldwide as a wholesome family-friendly destination. Tourism Fiji wanted to expand its appeal, to make it known for more. Havas Host was given the task of demonstrating that there is much more to the experience than just tranquil beaches.
The agency zeroes in on one unignorable truth about Fiji for travellers – contagious happiness will be felt from the moment they arrive.
The new campaign, Happy Passports, follows two people who know this all too well: Ana, a customs officer at Fiji’s international airport, and Viliame, a local passport photographer. Both have noticed a curious phenomenon: it’s hard to look sad in a place where happiness comes naturally. Ana and Viliame’s playful interactions with visitors and locals alike highlight the difficulty of maintaining a serious expression in a place as joyous as Fiji.
“It’s well known that everybody hates their passport photos as we’re all made to look sombre and serious which is the complete opposite to how you’ll feel when you leave Fiji,”stated Sebastian Vizor, executive creative director at Havas Host. “After just a few days in Fiji among the warmth of the people, the rich cultural or the incredible landscape, we noticed people found it almost impossible not to be happy.”
Tourism Fiji CMO, Srishti Narayan, added, “Fiji’s warmth and playfulness is infectious – it’s a feeling that visitors often say stays with them after they leave. Where Happiness Comes Naturally has performed exceptionally well for us globally and with the next iteration, we wanted to celebrate the playful, cheeky side of Fijian culture that leaves travellers feeling lighter and more joyful. It’s a fun reminder that Fiji isn’t just about the stunning scenery—it’s about the joy and warmth you feel from our people and traditions, and the authentic experiences you can have here. We hope it inspires travellers from around the world to come and experience it for themselves.”
The campaign launching this week is part of a comprehensive global media strategy, spanning out-of-home advertising, BVOD, OLV, cinema, audio, and social media. It will direct audiences to the Tourism Fiji website, where they can explore the wide range of experiences Fiji offers and discover why it’s the perfect destination to bring a smile to every visitor.
Credits:
Client: Tourism Fiji
Creative Agency: Havas Host
Media: Havas Media Network
Production Company: Plaza
Director Paul Middleditch
Fiji Production Company – Welcome Fiji
Posr-Production: Heckler
Colourist: Ferg Rotherham
Music Composition & Sound Design – MassiveMusic Sydney
Aus Casting: Mackintosh Casting
Fiji Casting: Welcome Fiji
