As the world reopens, a new integrated campaign developed by Clemenger BBDO Sydney and in partnership with media agency SPEED portrays Carnival as the best and most fun holiday choice for Australian families who love to explore.
At long last, Australians will be able to cruise again, and Carnival is ready to show just how exciting a cruise can be through a fun new campaign.
https://www.youtube.com/watch?v=wRfJ9Xsw80Y
Clemenger BBDO Sydney, who have worked with Carnival since 2019, have developed an integrated campaign that will mark its first Australian-based work with the brand and tap into the country’s desire to travel again, after some challenging years.
Rolling out nationally, the campaign will inspire Australian audiences to “choose fun”, showing that a carnival cruise is exciting from the start.
Depicting the pre-cruise excitement, from packing a suitcase to choosing your best poolside shirt, the upbeat TVC, OLV, social and radio creative plays on the anticipation travelers feel before embarking on a Carnival cruise vacation.
Darren Wright, executive creative director of Clemenger BBDO Sydney, has pointed out that the excitement of just anticipating a party played into the strategy.
“The Choose Fun global platform has worked extremely well for the brand over the years. We wanted to bring it to life by tapping into the anticipation of fun you can have at a carnival party. Many families haven’t had a proper vacation in a while, so getting ready for one of the most fun you can have is a great space to play.” Wright said.
Audiences can also expect to encounter the campaign in large format and OOH street furniture, where the creative plays on the fun trope of forced perspective travel on Carnival cruise ships.
Vice President of Carnival Cruise Line Australia, Kara Glamore, has described why the appeal of entertainment was an important part of this campaign.
“Carnival offers fun experiences from start to finish. Even before you board, Carnival evokes a sense of excitement and anticipation in travelers, and we’re proud to have developed a campaign that successfully communicates that fun to future guests of all ages,” Glamore said.
LOANS
Client: Carnival Cruise Line Australia
Vice President: Kara Glamore
Senior Director, Sales and Marketing: Anton Loeb
Brand and Retail Marketing Manager: Nicole Bradbury
Creative agency: Clemenger BBDO Sydney
Executive Creative Director: Darren Wright
Author: Julia Kenny
Designer: Maria Fernanda Ancines
Head of Social: Lewis Steele
Senior Business Director: Gracie Smith
Business manager: Athina Bambaliaros
Agency Producer: Jo Howlett
Manufacturing company: Airbag
Director: Uncle Friendly
Executive Producer: Martin Box
Photography Stills: Nick Bowers, Photoplay
Editor: Graeme Pereira, Arc Edit
Grade / online: White chocolate
Music: Otis Studios
Sound Designer: Robbie Balatincz
Media agency: SPEED
