The Royal Caribbean:
Come Seek

Cruises are boring. Cheesy. Only for old people...Right? We set out to prove all those stereotypes wrong, with a multi-year campaign that invited people to discover how adventurous, authentic, and straight up fun the Royal Caribbean can be.

This is not a cruise.
This is the Royal Caribbean.

Our TV campaign hit hard on the negative preconceptions of cruising, pairing bold statements, high-energy visuals, and great beats (thanks, Missy) to create a vibe that was decidedly un-cruise-like.

OOH: Dispatches from the RC

OOH leveraged instagram imagery from millennials (our target audience) on real Royal Caribbean voyages to show that people like them actually do go on cruises—and have a blast. We also created some impactful special builds that highlighted the most jaw-dropping features of the ships.

Side note: this is a great study in how the early instagram aesthetic did not age well…

OOH: Text to Come Seek

Royal Caribbean invested a lot in commuter OOH——because no-one’s more into the idea of a tropical vacation than a rush-hour commuter. We decided to tap into those commuters’ boredom by inviting them to text an emoji to get a glimpse of the Royal Caribbean via playful GIFs sent in response.