The Future of Cruising

When MSC Cruises wanted to run a sustainability campaign, we told them it was only possible if they were fully honest about themselves, and about the state of the industry.

So instead of a highlight reel of passenger experiences, our campaign dived into the questions cruising needs to ask itself. Can they do better? Can they improve their fuel, their recycling, and their waste? Can they be kinder to the oceans? And most crucially, what does the future of cruising look like?

The campaign rolled out globally with film, print, social, and local adapts.

Agency: 180 Amsterdam • ECD: John Messum • Creatives: Tom Zaranko, Cristiano Signore • Director: Gary Freedman • Production: MJZ