Carnival Cruise Lines launches ‘Write Your Own High Seas Adventure’ campaign via Host Sydney
This week Carnival Cruise Lines has launched its first campaign since shifting the business to Host in August last year.
The campaign, inspired by the many epic adventure stories set on the High Seas from Moby Dick to Treasure Island, focuses on the unique personal experiences of cruise passengers; merging rollicking High Seas adventure with the not-so-epic quests we set ourselves while on holiday.
Directed by Luke Shanahan of Robber’s Dog, voiced by Matt Berry (The IT Crowd) and scored by Jonathan Dreyfus and members of the Melbourne Philharmonic, the campaign uses a backdrop of scenery that would make Robert Louis Stevenson proud; flawless horizons, breathtaking caves, tropical lagoons and a ship that’s the real hero of the piece. Through television spots and an immersive digital component developed with Orchard, Carnival Cruise Lines shows that, with the incredible range of onboard and onshore experiences on every cruise, you truly can write your very own High Seas adventure.
Says Bob Mackintosh, Host ECD: “From taking on a scary-as-all-hell waterslide to singing a duet with a waiter that would make Pavarotti proud, you come away from a Carnival cruise with some great stories to tell. We wanted to create a campaign that was true to this experience; something memorable, entertaining, and a whole lot of fun.”
Says Jayne Andrews, marketing director, Carnival Cruise Lines: “We were looking for the best way to showcase that each guest can design their own holiday on a Carnival Cruise. Host created a campaign that showed the diverse range of holiday experiences Carnival Cruise Lines offers – from Zen to adrenalin. Write Your Own High Sea’s Adventure nailed the brief and fits the fun spirit of our brand perfectly.”
Creative Agency – Host
Executive Creative Director – Bob Mackintosh
Art Director – Rich Robson and Juca Lopes
Copywriter – Jon Austin and Kae Yen Wong
Producer – Kaija Wall
TV Production – Robbers Dog
Director – Luke Shanahan
Producer – Helen Hendry
Digital Production – Orchard
8 Comments
God damn these electric sex pants!
Been wanting to use Matt Berry for a VO since forever.
cool. nicely pitched. for a cruise line that is.
well shot and kudos for Matt Berry.
nice spots. well done.
While the thought of a cruise repulses me, I have to admit these are pretty fresh for the category. Bold client. Also, Matt Berry’s voice never fails to get me at half mast.
Really well made and for this category, to keep me interested is a feat.
No doubt they will work their arse off. Managed to tread a fine line between parody and pastiche. Well directed on that front.
Like these. Sound and V.O. make them real good. The lacked a little excitement for some reason, cant put my finger on it, but a good start. Will become a good campaign.
The voice made the idea work, the rest is half done
My little boy stars in the first spot – Hero of the High Seas. Just wanted to say what a pleasure it was to work with Robbers Dog, Host and the client. Although possibly biased, I thought the campaign an inventive idea and beautifully shot. Can’t tell you how many compliments we get!