Carnival Cruise Line Invites Aussies to Embrace Holiday Brain with Today the Brave

Carnival Cruise Line has set sail the latest phase of their 100% Holiday campaign via Today the Brave, tapping into everyone's true holiday brain.

While Aussie holidays are glorious, they often require compromise - whether it’s devoting every moment to keeping everyone happy, managing planning and logistics, or saving up for a costly experience. But when enjoying a Carnival cruise, it’s ‘100% Holiday’ from the moment you step onboard.

Building on the 100% Holiday platform, insights reveal that when we experience a true holiday, our brains behave a bit differently. ‘Holiday brain’ immediately sets in, leaving no room for real-life concerns like ROI, the day of the week, housework, passwords, or what’s for dinner.

“The default in the cruise category is to overwhelm audiences with experience montages. But we knew we could connect with people through deeper insight and break the category convention. The universal feeling of "Holiday brain" provides just that” said Vince Osmond, Creative Partner at Today the Brave.

To bring the story to life we enlisted the help of Carlo, our charismatic narrator who captures the essence of the brand and knows a holiday brain all too well. As he narrates, Carlo notes that your brain ultimately behaves differently when you're experiencing a 100% holiday onboard a Carnival cruise: you forget what day of the week it is, whether dessert comes before dinner and bedtime… what’s bedtime?

“Holiday Brain is a perfect representation of how guests feel on a Carnival cruise, knowing that everything they need is taken care of and they can truly switch off and enjoy their break” said Anton Loeb, Senior Director, Sales and Marketing at Carnival Cruise Line Australia

This awareness campaign goes live across various platforms including cinema, TV, OOH, and radio, complemented by 45”, 30”, 15” and 6” films. Designed to build brand visibility and future demand, it elevates the 100% Holiday brand idea that Carnival Cruise Line has been weaving into its brand narrative since 2023.

This campaign not only signals the next chapter in Carnival’s journey but also reinforces its commitment to delivering a stress-free, joy-filled experience for every guest, inviting Australians to leave the “real world” at the dock and embark on an adventure that’s 100% Holiday.