'cOME SEEK'
BRAND CAMPAIGN
There’s a group of people out there who love adventure but have no interest in cruising.
So we created bold, vibrant TV & OOH that pushes against the perceptions of cruising being cheesy, outdated and boring. We invited
consumers to 'Come Seek,' in turn proving that the Royal Caribbean is the exact opposite of what they'd expect.
TEXT TO ‘COME SEEK’
How do you make a static ad interactive with just a text message? To give commuters a unique way to explore the Royal Caribbean, we invited people to text us an emoji to reveal an unexpected experience. Thousands did so, and in return, we sent them fun gifs from the Royal Caribbean.
We even created a GIF fail served up to commuters when the wrong number was texted, prompting them to keep seeking.
CUSTOM EMOJI SET
'COME SEEK'
INSTAGRAM GALLERY
Most New Yorkers think they know what a cruise in the Caribbean looks like – all Hawaiian shirts and shuffleboarding– and they’re not interested.
So how do you prove that the Royal Caribbean is nothing like they imagined? With the Come Seek OOH Instagram Gallery.
We turned the city streets into a user generated, constantly updated Instagram feed featuring real posts
from adventures taking place in the Royal Caribbean right now.
'SURROUND ASTOUND'
CINEMA
Tasked with creating a :30 TV spot for the cinema screen, we worked with sound engineers to create a 5:1 sound mix customized to the theater environment. To further tease out our sounds, we featured solid color screens that then reveal a flash of incredible footage.
'EVER WANDER'
RETAIL CAMPAIGN
A creative campaign built on the strategic insight that adventurous travelers' are inquisitive and looking for the next out of this world, unexpected experience. The 'Start Wandering' campaign is a retail sales campaign that complements 'Come Seek' while still feeling unique and different.
It also yielded record-setting Q1 sales.
HARMONY OF THE SEAS
SHIP PRODUCT LAUNCH
In November 2016, Royal Caribbean launched their newest ship Harmony of the Seas - the world's largest and most technologically advanced cruise ship. For it's OOH launch, we set out to capture visually arresting, unexpected imagery different from anything typically seen in the category.
The work both celebrates the scale and design of the ship, while busting perceptions that cruising looks just like one big, white ship.
OOH SPECTACULAR - ULTIMATE ABYSS
The tallest slide at sea is a 10 story drop and its entrance is the maw of an angler fish.
We announced this proprietary feature on a billboard that used Lumifilm technology. During the day, it looks like a regular board
with an extension. At night, the billboard literally glows.
OOH SPECTACULAR - THE ZIPLINE
We worked with a mannequin artist to create the talent zipping across Harmony of the Seas' top deck.
CAMPAIGN CREDITS:
SVP Group Creative Director / Art: Rob Kottkamp
SVP Group Creative Director / Copy: John Kearse
Senior Art Director: Lisa Della Piana
Senior Copywriter: Sarah Litwin-Schmid