P&O Cruises encourages ‘earthlings’ to be free in a new multi-channel campaign via BMF Sydney

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P&O Cruises has launched its biggest advertising campaign yet, via BMF urging ‘Earthlings’ to be free and move to another world, as P&O Cruises repositions itself under the ‘Like no Place on Earth’ tag line.

The multi-channel campaign that seeks to convert ‘Earthlings’ into ‘Cruiselings’ rolls out across Australia and New Zealand this week.

Home.jpgSays Cam Blackley, executive creative director, BMF: “Our purpose is to rid the planet of Earthlings. That’s a phenomenal brief and lofty goal but we believe we can do it peacefully through the promise of greater freedom.”

The television commercial features a soundtrack composed and recorded live by the Prague Philharmonic Ship-Horn-Keyboard.jpgOrchestra.

P&O Cruises invites Earthlings to meet Cruiselings at www.befreeearthlings.com. Using first person video storytelling, the Food Fanatic, the Adventure Lord and the Now Girl tell their stories and show Earthlings how best to be free on a P&O Cruise.

P&O Cruises’ fans can also win a place on the inaugural The-Adventure-Lord.jpgcruise of one of its newest ships, Pacific Aria, by composing their own 30-second song online with a special ship horn keyboard. The custom-built keyboard replicates the sound of a ship horn to allow users to play or compose their own music. The winning song will actually be played by the ship’s horns.

Says Simon Cheng, marketing and distribution director, The-Food-Fanatic.jpgP&O Cruises: “P&O Cruises is about to enter a new era of cruising with its biggest ever fleet, so we really wanted an advertising campaign which would make people appreciate how a cruise holiday takes you to another world, free from the routine of life. This campaign really conveys the feeling of escape, freedom and space that a P&O cruise delivers.”

Executive Creative Director: Cam Blackley

Art Director: Rita Sterne, Bradley Averill

Copywriter: Jonty Bell, Lucy Kough, Jessie Jordan

Head of Interaction Design: Nev Fordyce

Designer: Matthew Hughes

Digital Production Director: Jo Cooper

Digital Producer: Leia Collingwood-Smith

Technical Director: Mark Ellis

Technical Lead: Sam Power

Developer: James Blundell, Chris Lo

Studio Designer: Kylie Lovegrove

Planning: Simon McCrudden

Group Account Director: Anthony Moore

Account Director: Will Woods

Account Executive: Megan Mabin

Agency Producer: Jenny Lee-Archer

Director: The Glue Society (Matt Devine)

Executive Producer/Producer: Pip Smart

Production Company: Revolver

Post Production: Method Studios

Editor: Dan Lee @ The Butchery

Music: City of Prague Philharmonic Orchestra

Sound Production: Rumble

DoP: Russel Boyd