Tourism Fiji: Fiji Temperature Adshel

It's the middle of the winter in New Zealand, so to keep Fiji top of mind Barnes, Catmur & Friends Auckland cruelly installed a number of Adshels and a billboard in key locations in the main cities.The temperature was changed daily to taunt chilly Kiwis.

Advertising Agency: Barnes, Catmur & Friends Auckland, New Zealand
Executive Creative Directors: Paul Catmur, Daniel Barnes
Art Director: Crispin Schuberth
Creatives: Jesse Stevens, Matt Weavers
Account Director: Jo Cheyne

July, 2011


Roger Keynes's picture
Roger Keynes
5498 pencils

Yeah. And?

The Jobless Writer
Will Think for Salary

atb2005's picture
13561 pencils

Fiji me... lol One of the BEST taglines in tourism advertising.

Nike Diesel's picture
Nike Diesel
13575 pencils

Totally agree! Best line ever in this category:)

Glut's picture
3937 pencils


F.Abboud's picture
218 pencils

I'm trying to understand the purpose of this campaign; for sure these people aren't crazy to spend lots of dollars for nothing! Can anyone help in providing some more insights that lead to this campaign?
Do the kiwis plan to take their leaves during summer time or winter time? If they take it during winter time then this campaign makes lot of sense but if not then it's money thrown in the trash bin
As for the tag line, Fiji Me, yes it is cool and associated with kiss me or hug me and pamper me style

AdBuzzer's picture
1168 pencils

I think it's pretty obvious - if it was chilly in New Zealand and hot in Fiji at the same time, the ads were supposed to make people choose Fiji as their holiday destination.

Nude Copy's picture
Nude Copy
1054 pencils

I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one

Lazarus's picture
1536 pencils

Not great.

djtolst's picture
43 pencils


Nike Diesel's picture
Nike Diesel
13575 pencils

Done by Kitchen Leo Burnett for (Airline company)

Bob.C's picture
1161 pencils

There is a good idea there battling to get out, with great copy and better art direction it would be a solid ad.

It's the mirror of the Norwegian one which shows the temperature in Norway not the destination (maybe a blend of both would work nicely, ie saying how warmer you'd be sitting on a beach in Fiji )

F.Abboud has some good points, but I'm guessing that NZ might be like the UK in that a lot of summer vacations are booked 6 months ahead (ie at a time when a warm tropical beach would sound attractive)

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