Art of Caring
Care isn’t just a part of our service, it’s part of our culture.
The first time we flew Fiji Airways, we were blown away by the on-board experience. We’ve worked in the travel space for a while, and this was like living in a scripted moment of care and hospitality. We saw a crew member pick up a crying toddler, walking him up and down the aisle until they came back to his parents happy. We saw them greet longtime passengers by name. The crew laughed, listened, and actually cared.
When they said “Welcome to our home”, they meant it.
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Fiji Airways does care like no other airline. We’ve seen firsthand cabin crew rocking and comforting babies on board, remembering passengers by name, taking excited kids to meet the pilot so their parents can enjoy themselves.
But it wasn’t that Fiji Airways had built these experiences into their service training — the crew had all grown up in a culture where this is how you treat people; this is how you treat guests.
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Establish that the quality of Fiji Airways is world class
Bring Fiji's distinct culture to the fore and position FJ's unmatched warmth and care as a competitive advantage over other airlines
Tonally, frame FJ's aspirations for world class status with authentic Fijian qualities including passion, devotion, and commitment
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Caring for one another is the heart and soul of Fijian generosity and culture.
It comes to us naturally, and lives in everything we do. From the food on our plates to the warmth of our smiles, Fijians have elevated caring into an artform.
This warm welcoming spirit is what makes Fijian hospitality special, and that's worth sharing with the world.
Culture starts at home.
Anastasia: As an oldest of four, I know how much a family can teach you about love, and caring after others. “Care” is not subservient or rehearsed service — it’s the “I love you” in everything from walking you home from school, to being your pillow when you’ve got the flu, to making sure you get your chores done before Mom sees.
We were inspired to write a story about sisters, who grow up learning how to care from each other and from their community. Like so many at Fiji Airways, they take that owned culture of warmth and care into their career with the airline, authentically turning the on-board experience into a real Welcome to Fiji.
Script
Growing up in Fiji, we learn that caring is an art.
Sometimes it's just a smile.
Other times, you can taste it in our food.
In the way that we are generous with our time,
or in the warmth that most people reserve for the closest of family.
Because our way of caring comes to us so naturally,
we share it with others openly.
and make sure that no guest is ever uncared for.
So come share your journey with us,
in return, we'll share everything with you.
That's how we do it in Fiji.
Welcome to our home.
Bringing this idea to life
Almost as a testament to the Welcome to our home philosophy, lots of families choose to work at Fiji Airways together. It felt natural to cast real sisters from the Fiji Airways cabin crew, Karolina and Loyola.
Litia and Mariama, cast as their younger selves, are also real sisters. We filmed the girls over three days in Navuevu, their own village, with their own family and friends, in their own clothes, in their own house. We captured Litia’s love of playing rugby, and Mariama teaching her sister dances from TikTok.
We interviewed Fiji Airways staff, people from Navuevu, and even the local film crew. They created scenes like Litia helping Mariama drinking lia lia (we had some ourselves for fairness — it tastes awful). They composed the feast scene, and crafted memories of making leis.
The Film
Agency – Havas Host
Creative Idea & Execution – Jay Lee & Anastasia Simone
Director – Cameron D’Arcy
DOP – Andrew Buckley
1st AD – Topher Dow
1st AC – Dylan Jeffrey
2nd AC – Luke Tysoe
Sound Recordist – Daren Clark
Art Dept – Kate Lauren
Agency Prod – Anthony Martin
Gaffer – @fotofilimoses
Local Prod Support – @reellocationsfiji
Editor – Maximilian Thornhill
Colourist – Justin Tran