Milan, Italy – MSC Cruises, the contemporary brand of the Cruise Division of MSC Group, has partnered with Dentsu Creative Italy for the launch of its newest ‘For a Greater Beauty’ global integrated marketing campaign.
The campaign aims to encourage audiences to explore and enjoy the beauty of cruising in a more conscious way, placing a profound respect for the ocean and the planet as part of everyone’s recreational enjoyment.
Narrated by the alluring voice of ‘Beauty’, the campaign’s one-minute TV spot invites audiences to immerse themselves in the world’s destinations, into nature, and into wonderful experiences on and off board.
Onboard MSC World Europa, the TV spot, filmed by Australian director Kiku Ohe, featured famous cruise locations such as the Mediterranean Sea, including Barcelona, Marseille, La Valletta, and Naples. It also featured the cruise’s entertainment and dining experiences.
The production has a ‘Birth’ signature on it and was shot over 14 km of film, marking its value that transcends advertising.
‘For a Greater Beauty’ campaign will be activated in more than 30 countries worldwide, including Singapore, China, and Japan. It will be seen through a mix of marketing channels, including TV, out-of-home (OOH), print media, digital, and social media.
Antonio Burrello, chief marketing officer at MSC Cruises, shared, “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.”
Also speaking on the campaign, Emanuele Nenna, CEO of Dentsu Creative for Southern Europe, MENA, and Turkey, said, “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 relation; our will is to grow together with MSC to support the company’s business and communication ambitions.”
Riccardo Fregoso, chief creative officer at Dentsu Creative Italy, also added, “It has been an honour 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 and so much to be amazed at. And this is exactly what we wanted to celebrate with this campaign. We chose to shoot it entirely on 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.”
