It’s cruise season and the big liner brands are fighting for attention. MSC Cruises, the contemporary brand of the Cruise Division of MSC Group, has turned to Dentsu Creative Italy and Australian director, Kiku Ohe to stand out, with its campaign For a Greater Beauty. The campaign encourages audiences to discover the beauty of cruising in a more conscious way with a profound respect for the ocean and the planet.
The campaign is running more than 30 countries worldwide, including Australia, across TV, out of home, print media, digital and social media.
The TVC entices with the beauty of MSC World Europa, one of 22 modern ships in MSC Cruises, classic locations on the Mediterranean Sea such as Barcelona, Marseille, La Valletta and Naples, and a softly-spoken narrator. Director, Kiku Ohe, was chosen for his compelling visual narratives and highly awarded film craft. He has worked for major clients such as Louis Vuitton, Carhartt and Johnnie Walker.
“Inspired by the philosophy of beauty, that pushes us forward, this new brand campaign encapsulates the essence of MSC Cruises. Simultaneously, it showcases how our uniquely elegant and modern cruise ships enable guests to discover the world in unparalleled ways. This year, those looking to escape the daily routine to discover the beauty of cruising can choose from over 1,000 different departures calling at more than 240 destinations in 85+ countries,” stated Antonio Burrello, MSC Cruises chief marketing officer.
“It has been an honour to shoot this film in company of the great director Kiku Ohe, sailing the Western Mediterranean across so many unique destinations: Barcelona, Marseille, Genoa, Naples, Messina, Malta… There’s so much to discover, so much to be amazed at. And this is exactly what we wanted to celebrate with this campaign. We choose to shoot it entirely in 35mm film, because we wanted to capture what we were experiencing in the most accurate way, but also doing it with a touch of poetry. What we created is an ode to beauty in all its expressions, and especially to the beauty of the sea,” commentedRiccardo Fregoso, Chief Creative Officer Dentsu Creative Italy.
Credits:
Creative Agency: Dentsu Creative Italy
CEO: Emanuele Nenna
Chief Creative Officer: Riccardo Fregoso
Executive Creative Directors: Maurizio Tozzini & Giulio Frittaion
Creative Directors: Gianluca Nucaro & Stefano Tunno
Lead Art Director: Sonia Montella
Lead Copywriter: Giovanni Luca Orlandi
Art Director: Maria Jose Meola
Copywriter: Santiago Cancela
Motion Designers: Nicolò Frontini, Matteo Milone & Silvia Sciotta
Designer: Daniele De Pompeis
Chief Strategy Officer: Niccolò Rigo
Senior Strategist: Sara Pasquinucci
Client Service Director: Mayna Frosi
Client Director: Ilaria Perrone
Client Executive: Thomas Chillemi
Client Coordinator: Tommaso Mangiarotti
Executive Producer & Managing Director: Simona Della Porta
Producer: Giada Sidoti
Post-producer: Alessandra Barbieri
Director: Kiku Ohe
Director of Photography: Tim Lorentzen
Production Company : BIRTH
CEO & Founder: Hugo Legrand Nathan
Executive Producer & Country Manager: Luca Zamboni
Executive Producer & Managing Partner: Yohan Ungar
Executive Producers: Stefano Bonfanti, Esha Woottum
Line Producer: Mariella Grandi
1st AD: Jacques Eberhard, 2nd AD: Raul Mata, 3rd AD: Miguel Peña
VFX: The Mill Paris: Fabrice Damolini
Head of Post Producer: Anne Segrettin
Edit-Cabin Edit: Alvaro Del Val
Grade: Company 3 London: Yoomin Lee
Music Composer: Hanan Townshend
Sound Design: IXYXI
Final Mix: Barking Owl Los Angeles
Scan & Lab: Hiventy France, Cinelab UK, Malaga Lab
Special thanks to partners: XO MGMT, Kodak, Lane Casting, Sticasting, Hiventy Paris, Top Digital, Iggy Post
