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BMF Sets Earthlings Free in New P&O Cruises Spot

BMF, 2 years, 11 months ago

The Glue Society heads to the high seas to convert more 'cruiselings'

BMF Sets Earthlings Free in New P&O Cruises Spot

P&O Cruises has launched its biggest advertising campaign yet, via BMF urging ‘Earthlings’ to be free and move to another world, as P&O Cruises repositions itself under the ‘Like no Place on Earth’ tag line.

The multi-channel campaign that seeks to convert ‘Earthlings’ into ‘Cruiselings’ rolls out across Australia and New Zealand this week.

BMF Executive Creative Director Cam Blackley said: “Our purpose is to rid the planet of Earthlings. That’s a phenomenal brief and lofty goal but we believe we can do it peacefully through the promise of greater freedom.” 

P&O Cruises invites Earthlings to meet Cruiselings at Using first person video storytelling, the Food Fanatic, the Adventure Lord and the Now Girl tell their stories and show Earthlings how best to be free on a P&O Cruise.

P&O Cruises’ fans can also win a place on the inaugural cruise of one of its newest ships, Pacific Aria, by composing their own 30-second song online with a special ship horn keyboard. The custom-built keyboard replicates the sound of a ship horn to allow users to play or compose their own music. The winning song will actually be played by the ship’s horns.

P&O Cruises Marketing and Distribution Director Simon Cheng said: “P&O Cruises is about to enter a new era of cruising with its biggest ever fleet, so we really wanted an advertising campaign which would make people appreciate how a cruise holiday takes you to another world, free from the routine of life. This campaign really conveys the feeling of escape, freedom and space that a P&O cruise delivers.”


Advertiser: P&O Cruises

Creative Agency

Account Director: Will Woods

Account Manager: Megan Mabin

Creative Agency: BMF Sydney

Art Director: Rita Sterne, Bradley Averill

Copywriter: Jonty Bell, Lucy Kough, Jessie Jordan

Designer: Matthew Hughes

Executive Creative Director: Cam Blackley

Group Account Director: Anthony Moore

Planner: Simon McCrudden

Producer: Jenny Lee-Archer

Digital Production Company

Developer: James Blundell, Chris Lo

Digital Production: Jo Cooper

Producer: Leia Collingwood-Smith

Technical Lead: (Director) Mark Ellis, (Lead) Sam Power

Music and Sound

Artist: City of Prague Philharmonic Orchestra

Music Production: Rumble


Edit Company: The Butchery

Editor: Dan Lee

Post Production / VFX

Post Production House: Method Studios

Production Company

Director: The Glue Society (Matt Devine)

DOP: Russel Boyd

Executive Producer: Pip Smart

Production Company: Revolver

Category: Holiday , Travel

Genre: Comedy