Lucky Generals creates “Wonder Awaits” campaign for Celebrity Cruises

Mark Johnson's picture
by Mark Johnson

London-based creative agency Lucky Generals has developed a new brand campaign for Celebrity Cruises, which it describes as "evoking wonder and intrigue, while breaking category conventions".

Aptly titled “Wonder Awaits,” the first ad will premiere in the UK with Independent Cinemas on Sunday, 22 September, 2019.

The advert – produced by Iconoclast and set to the iconic Jefferson Airplane song “White Rabbit” – follows a female protagonist on a voyage of discovery through a dream-like wonderland of world-class cuisine, cocktails, Eden-istic experiences and alluring accommodations, all on the brand’s newest ship, Celebrity Edge.

“’Wonder Awaits’ is about bringing the experience of cruising with Celebrity to life in a dramatic, beautiful way,” said Peter Giorgi, Chief Marketing Officer, Celebrity Cruises. 

“We wanted to show how unexpected moments, impeccable service and stunning design create a trip that is truly wonderful, and provides our guests with a break from reality, even just for an instant.”

Cruise campaign: Lucky Generals' 'Wonder Awaits' concept for Carnival

Modern, progressive brand 

James Fox, Managing Partner of Lucky Generals in New York added: “We want viewers to see Celebrity the way we see Celebrity: As a modern and progressive brand with an incredible and unique product. We hope to convey the same feelings of wonder and intrigue you get from being on a Celebrity cruise, in a fresh way."

“Wonder Awaits” is the first campaign in conjunction with Lucky Generals who won the bid for Celebrity in autumn 2018. 

The campaign comes hot off the successful launch of Celebrity Edge – which was recently named one of TIME Magazine’s 2019 World’s Greatest Places 1 – and was crafted with the intent of putting the award-winning brand’s world-class product at the forefront to highlight Celebrity’s distinction.

In addition to the 30-second spot that premieres in Independent Cinemas on Sunday, the work will span several creative mediums over the coming months, including additional 60- and 15-second spots across mainstream cinema and digital placement including YouTube and Facebook.

The new brand campaign launches alongside Celebrity Cruises autumn ‘Mini Wave’ promotion, reinforcing the brand’s commitment to trade partners and their customers through a rich offering of benefits, promotions and exciting new initiatives.

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