Global brand campaign
MSC Cruises is the 3rd largest cruise line in the world, with 14 ships on the oceans of the world all year round. Filling these ships to capacity is a highly sophisticated retail operation. Our job was to create an integrated campaign for the brand, addressing both hard-core cruisers and a newly-emerging holidaymaker segment who have to be persuaded of the virtues of a cruise holiday. Our campaign line ‘The Sea At Its Most’ comes from the universal insight that we humans are drawn to the sea; that everything is somehow made better by being at sea. Particularly on MSC Cruises. Then came Covid.