The Work 2023 Contenders: Host/Havas
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
Tourism Fiji: Where happiness comes naturally
Host/Havas
‘Where happiness comes naturally’ is Tourism Fiji’s new global platform, created after a hotly contested global pitch. It sets out to show that, in Fiji, happiness isn’t some gimmick that gets turned on for tourists. Rather, it’s a national trait that runs culture-deep. It exists whether the tourists are there or not. And so we set out to show a new side of Fiji by focusing on its people, rather than the tourists that visit. The launch campaign rolled out across TVC (which was recorded in the three primary languages of Fiji), out of home (shot by National Geographic photographer Matthieu Paley), and most recently in social through their ‘Shot of Happiness Project’, which saw Tourism Fiji give disposable cameras to local Fijians with a simple challenge – take one shot of happiness; no filters or do-overs allowed. Since the campaign launched in January, Tourism Fiji has recorded a +21% increase in website traffic, and +22% increase in new users.
Booking.com: Stay on Ramsay St
Host/Havas
Booking.com wanted to raise awareness of the huge range of homes available to rent on their site. And as it happened, some of the country’s most iconic ones were about to become available. After 37 years, Australia’s longest running soap opera Neighbours was coming to an end. So, as the characters said goodbye to their Ramsay Street homes, we let Booking.com customers book a stay in them. With homes being booked in under a minute and garnering over 200 pieces of global coverage, ‘Stay on Ramsay Street’ quickly became Booking.com’s most successful APAC promotion.
Tourism Fiji: Logo design
Host/Havas
Fiji has long stood for happiness. But the happiness conveyed in their identity didn’t accurately capture the authentic, culturally rich emotion found there. Instead, it was presented as overly Disney-fied and westernised. Even their logo was modelled on a smiley face. So, partnering with third generation Masi artist Wati Talavutu, we created a new national mark for Fiji, which combined traditional artistry with modern principles to convey the nation’s sense of happiness with depth, authenticity and pride.
Australian Federal Police: Crime Interrupted Season 2
Host/Havas
Crime Interrupted was one of Australia’s most awarded campaigns of 2022/23. To break the assumptions that the AFP was a male-dominated, run-and-gun operation, the six-part podcast declassified six of Australia’s most serious crimes and showed how they were stopped by diverse and diversely-skilled teams. Season 1 became the number 1 true crime podcast in Australia (and the country’s second most popular national podcast). It broke the top 10 podcasts in the UK and NZ, and the top 30 in the US. But most importantly, it drove a +114% rise in recruitment hub traffic and +40% increase in applications from women. Now season 2 is back with even more incredible stories ranging from foiling terrorism plots to uncovering a day-care embezzlement scheme.
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The deadline for Campaign Brief’s The Work 2023 is Monday May 8. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.