Why cruise when you can Cunard?
When Cunard, the iconic luxury cruise brand, approached us, their vision was clear: celebrate their 185th anniversary and set the stage for global growth. With a fleet expansion in progress, the goal was to redefine Cunard as a symbol of luxury travel that stood apart from the competition.
As perhaps the most illustrious player in the cruise industry, Cunard needed to break free from the conventional and elevate its brand. Our challenge was to communicate the distinct "Cunard difference" and craft a voice that resonated with today’s culturally curious, style-conscious traveler.
We sought to reimagine this historic brand, attracting a new generation of explorers who may not have considered cruising before. To do this, we repositioned Cunard as a vibrant, timeless brand with global appeal.
In an industry full of clichés, we pushed boundaries with our visuals. Instead of the usual blue skies, we chose black-and-white photography, evoking the classic Cunard posters of the past. We also introduced a playful yet sophisticated tone, inviting travelers to discover a new kind of holiday fun.
Our strategy focused on "Iconic Luxury Travel Without Compromise." Cunard isn’t just a cruise—it’s a lifestyle for those who seek the extraordinary and embrace beauty in every detail. The campaign's tagline, "Why cruise when you can Cunard," challenged the norm, encapsulating the brand’s promise of exceptional luxury and adventure.
At the heart of the campaign is a 60-second hero film (below), directed by Christian Larson and voiced by Richard E. Grant. His delivery of poetic words by Bianca Sparacino sets a reflective, empowering tone. An evocative piece that reframes Cunard not simply as a cruise, but as a statement of intent: for those who dare to break from the crowd and embrace the extraordinary.
Supporting the TVC, a series of nine black-and-white photographs span out-of-home, print, social, and digital channels, further reinforces Cunard’s refined image, elevating the brand’s growing position in the luxury travel market.
