THIS. Film Studio, part of the M&C Saatchi Group, has unveiled Bulanaires, its first campaign with Tourism Fiji – Australia, with a suite of assets directed by award-winning film director, Taylor Steele.

In 2017, Gallup International identified a general decline in global happiness, although Fiji bucked this trend coming out top in the poll as the happiest people globally.

Based on this, the agency helped develop a creative idea to form a Rich List of a different definition, a list that looks at the way success is measured, so not a list of billionaires, but a list of Bulanaires: people rich… in happiness.

The list will celebrate people from around the world who reflect some of the values often intrinsic to the Fijian way of life and through that infectious Bula Spirit that is found when you visit Fiji.

The tourism body engaged a leading psychologist of positivity and professor at Melbourne University, Lea Waters, to develop a series of values for happiness, by which the Bulanaires have been selected.

The inaugural ‘Bulanaires’ list includes the likes of Kelly Slater, joining a pool of Fijian and international ambassadors, all sharing the Bula Spirit and qualities of happiness, with the world.

The Bulanaires campaign launches today, March 20, International Happiness Day, coming to life across TV, print, online and social, amplified through PR.

The list is designed to run annually.

THIS. Film Studio produced all content elements directed by the studio’s Creative Director, Taylor Steele with the collaboration of M&C Saatchi Sport & Entertainment.

Also in partnership for the campaign with Arianna Huffington’s wellness organisation Thrive Global and engagement with Bohemia, who managed the media partnership with the Nine Network.

THIS. Film Studio co-founder, Nicholas Cook said: “It has been a pleasure to work with Tourism Fiji on this groundbreaking campaign.

“At THIS. we’re all about telling human stories and the Bulanaires list is a celebration of something that couldn’t be more human, the quest for happiness.

“The campaign is very much about communicating that happiness through a suite of assets we have developed”.