What if cinema’s most famous volleyball never sank, but instead found joy? Twenty-five years after drifting out to sea in Cast Away, Wilson has resurfaced, but this time in a heartwarming campaign from Tourism Fiji.
The goal: to finally give this cult character a happy ending, while inviting travelers to discover the warmth of the Fijian islands.
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Titled Wilson’s Happily Ever After, the short film, created by agency Special PR, follows Wilson as he washes ashore at Serenity Island Resort, where he’s discovered by a young Fijian girl named Lani. What unfolds is a sunlit, poetic journey across Fiji’s landscapes, blending cinematic nostalgia with authentic storytelling.
Designed for social media, the mini-fable showcases the famous Fijian sense of hospitality through the unlikely friendship between a mute object and a curious child. It’s a playful way of reviving a piece of movie history while grounding the story in a real destination.
Together with Lani, Wilson explores the islands: cycling old sugarcane railways with Eco Trax, joining a traditional Kava ceremony, kayaking across crystal-clear waters at Vanuabua Beach, and of course, playing a game of volleyball, a perfect nod to his origins.
Directed by James Anderson and produced by Radlab, the film blends cinematic homage with destination storytelling. “We wanted to capture the soul of Fiji and deliver the ending fans have been waiting for after 25 years,” says Harry Willis, Creative Director at Special PR. The result is a tender narrative that reintroduces Wilson to the world, this time surrounded by Fijian warmth.
Beyond nostalgia, the campaign also shines a light on Fiji’s growing creative industry. The local film sector now employs over 1,200 people and collaborates with nearly 300 local businesses. In 2023–2024 alone, international productions generated close to FJ$100 million.
Tourism is equally on the rise. In 2024, Fiji welcomed over 226,000 New Zealand visitors (up 10% from pre-COVID levels), and French travelers increased by 21% compared to 2019. On average, European visitors stay more than 10 nights, largely for leisure. Repeat visits are common too, nearly 20% of New Zealanders have returned five times or more, proof of the deep emotional connection the islands inspire.
With Wilson’s Happily Ever After, Tourism Fiji hits two sweet spots: tugging at the heartstrings of a generation that grew up with Tom Hanks’ Cast Away, while showcasing the unique spirit of the islands.
