In consumer research, we found that people had the same impression of Carnival: it’s an over-the-top party environment or only for families with small kids. Our goal for the 2024 campaign was to shift perceptions by introducing vacationers to a grown-up Carnival with help from some familiar faces. Under the “Choose Fun” tag, we also sought to show a more dimensional & authentic expression of fun, with more premium amenities made for all types of vacationers.
Among hundreds of content pieces, here is a sampling.
The design system in OOH is inspired by Polaroid photos to evoke memory-making that happens on a Carnival vacation:
For our :06, we combined a photographic approach with video to feel like a camera shutter.
In digital OOH, we leveraged our social footage to create something that felt more like a camera roll than an advertisement:
On Tik Tok, we tapped trending formats and our brought in our favorite Frosted Snack King for some star power:
We shot our campaign imagery with a sense of intimacy - as though these photos were taken by a friend or family member - catching a fun moment.
And finally, we created bespoke movie posters and “trailers” to play in AMC theaters during previews and run during The Oscars.
