BRIEF
The goal is to develop a “social first” activation to leverage the new brand campaign.
The goal is to develop a “social first” activation to leverage the new brand campaign.
The campaign proposition unifies the target’s curiosity to experience and discover world wonders,
and MSC Cruises commitment to combine a sustainable cruise experience with the beauty
of destinations, as well as the beauty of the ships. The campaign proposition is:
THE LOVE FOR BEAUTY MOVES US FORWARD
The social activation will work on brand and campaign awareness, but also on consideration.
STARTING POINT
Our camera rolls are full of our unposted travel photos and videos: content we did not share, but that is often more authentic and that features a more natural beauty than the one we posted.
Our camera rolls are full of our unposted travel photos and videos: content we did not share, but that is often more authentic and that features a more natural beauty than the one we posted.
IDEA
We’ll invite people to share their most natural, unposted travel content
We’ll invite people to share their most natural, unposted travel content
in order to celebrate the greater beauty that lies in them, with us.
A campaign that celebrates the beauty hidden in the reels of our phones.
A movement that redefines what beauty is.
A movement that redefines what beauty is.
We engaged 150 creators already affiliated with the brand and provided people with ways
to participate through a specific template.
to participate through a specific template.
TEAM
Client: MSC Cruises
Creative Director: Mattia Lacchini
Creative Director: Giuseppe Schiavone
Associate Creative Director: Camilla Vanzulli
Creative: Valeria Mingolla
Art Supervisor: Daria Paraboni
Mid-Weight Art Director: Giacomo Casarollo
Junior Art Director: Lidia Scagliarini
Senior Account Director: Luca Temporelli
Account Manager: Giulia Piccioni
Senior Account Executive: Silvia Appiani
Editor: Carlotta Missaglia
Writer: Amelia Matzke
Writer: Antonio Mariani
Senior Writer: Michela Barbone
Junior Video Editor: Stefano Casè
R&I Analyst - Insight: Valentina Turrini
R&I Analyst: Nicola Brugali
R&I Analyst: Nicola Brugali
