MILAN, ITALY — MSC Cruises, the contemporary brand of the Cruise Division of MSC Group, has launched its brand new global integrated marketing campaign, “For a Greater Beauty.”
The campaign encourages audiences to discover the beauty of cruising more consciously with a profound respect for the ocean and the planet. Beauty, represented in the film by an alluring voice, invites the audience to immerse into the world’s destinations, into nature, and wonderful experiences on and off-board.
The campaign will be activated in more than 30 countries worldwide and will be seen through a mix of marketing channels including TV, out-of-home, print media, digital and social media.
The TV spot was filmed across the most beautiful locations in the Mediterranean Sea (including Barcelona, Marseille, La Valletta, and Naples) on board MSC World Europa, one of 22 modern ships in MSC Cruises’ fleet that offer an enriching holiday experience inspired by the Company’s European heritage, where guests can enjoy international dining, world-class entertainment, award-winning family programs, and the latest user-friendly technology.
Created in partnership with Dentsu Creative Italy, the new campaign has been filmed by the Australian Director Kiku Ohe. Known for his ability to craft compelling visual narratives and elicit authentic character-driven performances, his highly awarded film craft displays a rare depth and artistry. He worked for major clients such as Louis Vuitton, Carhartt, and Johnnie Walker.
The production has Birth signature on it and the production was shot with over 14 km of film, marking its value that transcends advertising.
“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 over 85 countries,” said, Antonio Burrello, MSC Cruises Chief Marketing Officer.
“It’s a great privilege for us to work with such a world-class leader as MSC Cruises. It’s a privilege and a challenge for us, as an agency and a global network, to have the chance to prove and leverage on all our range of expertise. This campaign is the first milestone of our relationship; our will is to grow together with MSC to support the company’s business and communication ambitions,” Emanuele Nenna, CEO of Dentsu Creative Southern Europe, MENA & Turkey, commented.
“It has been an honor to shoot this film in the 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 chose to shoot it entirely in 35mm film, because we wanted to capture what we were experiencing most accurately, 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,” concluded Riccardo Fregoso, Chief Creative Officer of Dentsu Creative Italy.
