Carnival Cruise Line has set sail the latest phase of its ‘100% Holiday’ campaign via Today the Brave, tapping into everyone’s true holiday brain.
While Aussie holidays are glorious, they often require compromise—whether it’s devoting every moment to keeping everyone happy, managing planning and logistics, or saving up for a costly experience. But when enjoying a Carnival cruise, it’s ‘100% Holiday’ from the moment you step onboard.
Building on the ‘100% Holiday’ platform, insights reveal that when we experience a true holiday, our brains behave a bit differently. ‘Holiday brain’ immediately sets in, leaving no room for real-life concerns like ROI, the day of the week, housework, passwords, or what’s for dinner.
“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” said Vince Osmond, creative partner at Today the Brave.
To bring the story to life Today The Brave enlisted the help of Carlo, the charismatic and handsome narrator-come-bartender 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:
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
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
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
