P&O Cruises urge ‘earthlings’ to experience freedom on board their ship as ‘cruiselings’
P&O Cruises is urging the public, or ‘Earthlings’, to be free and move to “another world” as the cruise line repositions itself under the ‘Like no Place on Earth’ tagline in a new campaign from BMF.
The new campaign positions those who take cruises as ‘Cruiselings’, beings who are more free to enjoy a holiday on board a P&O ship, with the narration urging ‘Earthlings’ to be free. It is set against a soundtrack composed and recorded live by the Prague Philharmonic Orchestra.
https://www.youtube.com/watch?v=NGDG93_WFjg
BMF executive creative director Cam Blackley said: “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.”
Complementing the TV ad is a dedicated website which utilises first person video storytelling to show ‘Earthlings’ how to be free on a P&O Cruise. The video content sees three different ‘Cruiselings’ speak directly to camera about various activities, promoting the viewer to make decisions about what they might like to experience.
The campaign also invites fans to attempt to win a place on the inaugural cruise 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.
P&O Cruises marketing and distribution director Simon Cheng said: “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.”
Credits:
- 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
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What did i just witness?
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This is a ballsy campaign, awesome work
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Excellent for mine. Who is the VO? And did you record by remote? Top shots Mr Boyd.
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I absolutely love it. Where do I sign up?
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not sure i want to be trapped on a boat with those people.
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This beats the usual prawn cocktail in the sunset hands down. It certainly sets P& O apart. best work since John Bevins wrote ‘Take me away P & O’ about half a century ago.
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Great work in a tough category. Will sell some cruise tickets too.
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…this is madness
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Um…yeah I want to like it but really don’t. And can someone back me up that all the positive comments above appear pretty full of BS? (client/agency commenting on own work)
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@awesome not that aliases have much to count on but im not at the agency or holding company of the people who did this. It is genuinely great.
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@ awesome your own self regard is apparent from your nom de plume but just because the positive comments differ from your own humble opinion does that make them wrong?
The question is rhetorical in case that is too subtle for you.
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@ awesom – yes, most of these posts seem like agency or client posts. Ha!
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Ballsy. Imaginative. Great perspective. Winner.
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I was unaware the Prague Philharmonic composed Johan Strauss’ Blue Danube Waltz.
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Hmm… anyone else think the food fight is like a me-too of the Scheppes ad?
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Funny bearded people are everywhere now. Especially in advertising. I need to shave.
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The C was just a typo. Not representing the agency or the client. In the target market though and it made me want to buy a ticket or two. Plus, the creative did a great job of making me forget about some of the seedier sides of the cruise industry that have been reported on in the news over the last few years.
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Lovely given the drivel Hulsbosch just did for Royal Caribbean.
Great work in a tough sector. Congratulations BMF
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Interesting advertisement however / it lacks the obvious question , that is what is the price ? Or location to where the cruises go ? Perhaps a web site to follow up
Regards
Richard Henderson
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