Fiji Temperature Adshel

Agency Network: 
July 2011
Tourism Fiji:  Fiji Temperature Adshel
Tourism Fiji Outdoor Ad -  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.

Outdoor advertisement created by Barnes Catmur & Friends, New Zealand for Tourism Fiji, within the category: Transport.

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
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Highest Rated

atb2005's picture

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

Activity Score 13547
Roger Keynes's picture

Yeah. And?

Roger Keynes
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Copywriter |

The Jobless Writer
Will Think for Salary

atb2005's picture

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

Activity Score 13547
Nike Diesel's picture

Totally agree! Best line ever in this category:)

Nike Diesel
Activity Score 13708
Art Director
Glut's picture


Activity Score 3935
Public Relations at Glut. Ideas Boutique.
F.Abboud's picture

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

Activity Score 218
AdBuzzer's picture

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.

Activity Score 1172
Marketing Manager |

Nude Copy's picture

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

Nude Copy
Activity Score 1054
Copywriter at India
Lazarus's picture

Not great.

Activity Score 1537
Creative Director
djtolst's picture


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Creative Director at's founder & manager
Nike Diesel's picture

Done by Kitchen Leo Burnett for (Airline company)

Nike Diesel
Activity Score 13708
Art Director
Bob.C's picture

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)

Activity Score 1155
Copywriter at Convince Ltd |

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