P&O turns its liners into islands in first campaign from Bashful

Cruise line P&O has launched a new brand campaign replacing its ships with an island packed with passengers to highlight the way the cruise experience has changed.

P&O has replaced ships with an island in its new campaign

P&O has replaced ships with an island in its new campaign

The campaign by Bashful opens with a girl boarding a ship excitedly, only for a helicopter shot to reveal a massive island docked at the Overseas Passenger Terminal in Sydney Cove.

Deckhands standing on the island’s beach throw off the mooring lines and the island is seen steaming down Sydney Harbour before the film cuts to show all the different onboard activities which can be found on a P&O cruise.

The ad closes with a shot of the island from the ocean before the camera dips beneath a wave and resurfaces to reveal a P&O liner.

The work continues P&O’s brand platform of Like No Place On Earth, also created by Bashful when it was working on brand, and is the first work since it was appointed to the creative business in August.

Bashful creative director Tim Chenery said that the inherited tagline was a perfect start for Bashful to grow the message of the brand in Australia.

“It’s so evocative and it’s so ownable for P&O,” Chenery said.

“It really was the springboard for us to re-imagine the entire world of P&O Cruises as an actual place.”

Simon Cheng, P&O’s vice president – sales, marketing and PR, said the campaign and its strong visual style would help to cement the brand in the mind of consumers.

“The campaign celebrates our unique experience and brand in a way that we believe will introduce a whole new audience to P&O Cruises,” Cheng said.

Featuring a 90-second anchor spot as well as 30-second and 15-second versions, the campaign will run for three months during P&O’s peak booking period from December through to February. It will also feature a digital roll-out and out-of-home.


  • P&O
  • Simon Cheng – Vice President – Sales, Marketing & PR
  • Alison Steele – Brand & Content Manager
  • Mel Faeghy – Head of Digital
  • Nicola Wyllie – Manager Retail Marketing
  • Bashful
  • CEO – Simon Bookallil
  • Creative Director – Tim Chenery
  • Strategy Director – Guy Marshall
  • Copywriter – Jason Kempen
  • Client Services Director – Jade Ramsey-Elliot
  • Account Director – Juliette Hynes
  • Account Manager – Kenyon Marais
  • Agency Producer – Joelle Dulaurens
  • Production Company – Moth Projects
  • Director – Samuel Bennetts
  • Executive Producer – Jonathan Samway
  • Producer – Kim Kirby
  • Post Producer – Nerissa Kavanagh
  • DOP – Lachlan Milne
  • Editor – Tim Mauger
  • Post Production – Blackbird
  • Sound – Song Zu

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