The antidote to boredom.
Carnival Cruise Line has appointed Innocean Australia as its creative agency of record.
The appointment kicks off with the launch of its campaign ‘Play Away’ to prove Carnival is the antidote to the boredom of modern routine.
“We’re so humbled that the Carnival team put their faith into us as an agency with their brand and enabled us to push for category-defying work,” said Innocean CEO, Jasmin Bedir.
“When there is mutual trust and ambition, the work just gets better, more effective and you get to have a whole lot of fun together in the process."
Innocean Australia senior creatives, Bella Smith and Lucy Karsai, said advertising in the cruise category is often a sea of sameness.
“Pun intended. But when attention is in shorter supply than ever, playing it safe can be the riskiest move - because it goes unnoticed,” they said.
“So we took a more fearless approach. We left the classic montage and the bleached smiles behind,and set sail with a brand voice that feels fresh for the category and unmistakably Carnival.
“Angus Sampson as our brand voice brings charm to the campaign and lets us create multiple VO variations for each film, tailored to different viewing moments.”
The integrated campaign rolls out across TV, OOH, digital, and radio.
Carnival Cruise Line senior marketing manager, Nicole Bradbury said they hadn't worked with Innocean before, but when they came into the office, Carnival was blown away in terms of their incredibly strong strategy.
“We were very, very impressed. We got a couple of runs on the board and then when it came time for a new integrated campaign, we knew that they were the right partner to work with,” said Bradbury.
“A pitch process can only give you so much information and I think it's better to test and learn, see how you go with an agency with a small project, and then once you're confident, get them onto something bigger.”
Credits:
Client: Carnival Cruise Line
Anton Loeb: AVP Sales & Marketing
Nicole Bradbury: Senior Marketing Manager
Allison Steele: Marketing Content Specialist
Creative Agency: Innocean Australia
ECD: Brendan Willenberg
CSO: Giorgia Butler
CD: Damon Porter
Senior Copywriter: Bella Smith
Senior Art Director: Lucy Karsai
Senior Producer: Wendy Gillies
Director of Growth & Client Service: Carly Pelham
Account Director: Chiara Marotta
Account Manager: Julie Lassabliere
Senior Strategist: Jack Cornwell
Head of Content: Lewis Steele
Senior Digital Content Manager: Francesca Alvandi
Media Agency: Speed
Client Partner: Meredith Ansoul
National Head of Strategy & Planning: Rachel Teh
Client Director: Emma Smallwood
Digital Director: Callum Coleman
Production:
‘Jimmy & Sonya’
Director: Freudian Nip
Prod Company: Collider
Producer: Georgia Moraitis
‘The Kaleileis’
Director: Siobhan Mulready
Prod Company: Taxi Film Production
Post-Production: the Editors
Producer: Rita Gagliardi
Editor: Grace O'Connell
Colourist: Yanni Kronenberg
Sound: Studio Tonic
