Carnival Cruise Line has embarked on the latest phase of its 100% Holiday campaign, delivered via creative agency Today the Brave.

The campaign taps into the concept of 'Holiday Brain', a state of relaxation and freedom from everyday concerns experienced during a true holiday. The campaign aims to break the cruise category convention of overwhelming audiences with experience montages, instead opting to connect with people through deeper insight.

The campaign features a character named Carlo, who narrates the experience of 'Holiday Brain' on a Carnival cruise. The campaign will be broadcast across various platforms including cinema, TV, OOH, and radio, and will be complemented by 45”, 30”, 15” and 6” films. The campaign is designed to build brand visibility and future demand, and continues the 100% Holiday brand idea that Carnival Cruise Line has been incorporating into its brand narrative since 2023.

Anton Loeb, Senior Director, Sales & Marketing at Carnival Cruise Line Australia, highlighted the campaign's representation of the cruise experience.

“Holiday Brain is a perfect representation of how guests feel on a Carnival cruise, knowing that everything they need is taken care of and they can truly switch off and enjoy their break.”

The campaign is part of Carnival Cruise Line's commitment to delivering a stress-free, joy-filled experience for every guest. Today the Brave, a full-service creative agency, is responsible for the campaign.

Vince Osmond, Creative Partner at Today the Brave, commented on the campaign's approach, “The default in the cruise category is to overwhelm audiences with experience montages. But we knew we could connect with people through deeper insight and break the category convention. The universal feeling of 'Holiday brain' provides just that.”

The campaign was produced in collaboration with Sweetshop, with post-production handled by Vandal. The media agency for the campaign is Speed.

This new campaign underscores Carnival Cruise Line's ongoing efforts to redefine the cruise experience and connect with their audience on a deeper level. By focusing on the concept of 'Holiday Brain', the campaign aims to resonate with potential cruisers seeking a truly relaxing and carefree holiday experience.