Carnival Cruise Line launches '100% Holiday campaign' via Today the Brave

Carnival Cruise Line has launched the latest phase of its 100% Holiday campaign, encouraging Australians to embrace 'Holiday brain' with Today the Brave.

The creative agency's campaign builds on the 100% Holiday platform and how our brains behave differently when ‘Holiday brain’ sets in, leaving no room for real-life concerns like ROI, the day of the week, housework, passwords, or what’s for dinner.

Vince Osmond, creative partner at Today the Brave. said: "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 agency's campaign centres on Carlo, the charismatic narrator who captures the essence of the brand and knows a holiday brain all too well. As he narrates, Carlo notes that your brain ultimately behaves differently when you're experiencing a 100% holiday onboard a Carnival cruise: you forget what day of the week it is, whether dessert comes before dinner and bedtime… what’s bedtime?

"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," said Anton Loeb, senior director, sales and marketing at Carnival Cruise Line Australia.

This awareness campaign goes live across various platforms, including cinema, TV, OOH, and radio, complemented by 45”, 30”, 15” and 6” films. Designed to build brand visibility and future demand, it elevates the 100% Holiday brand idea that Carnival Cruise Line has been weaving into its brand narrative since 2023.

This campaign not only signals the next chapter in Carnival’s journey but also reinforces its commitment to delivering a stress-free, joy-filled experience for every guest, inviting Australians to leave the “real world” at the dock and embark on an adventure that’s 100% Holiday.

Credits:

Agency: Today the Brave Head of Strategy: Alyce Gillis Creative Partners: Jade Manning, Vince Osmond Creative Team: Kate Idle, Cyndall McInerney, Hannah Lawson Head of Design: Ethan Hsu Operations & Production Director: Alistair Pratten Resource Director: Kate Gregson Managing Partner: Jaimes Leggett Group Business Director: Cosmo Haskard Account Executive: Anika Berkelouw Brand: Carnival Cruise Line Vice President: Kara Glamore Senior Director, Sales & Marketing: Anton Loeb Brand & Retail Marketing Manager: Nicole Bradbury Marketing Content Specialist: Alison Steele Production Co: Sweetshop Director: Trevor Clarence Managing Director: Greg Fyson Producer: Nicole Crozier Post House: Vandal Editor: Ben Jones Sound: Vandal DOP & Photographer: Alex Serafini Casting: Danny Long Casting

Media Agency: Speed
Client Partner: Meredith Ansoul
Client Director: Emma Smallwood
National Head of Strategy: Rachel Teh
Client Planner: Peta Van Agten
Digital Director: Callum Coleman
Trading Manager: Meg Anderson
Performance Executive: Emily Sow