Cruise

‘The North Pole, The South Pole, And You’: Ponant launches stunning new campaign

French cruise line Ponant is reminding travellers of the sheer magnitude of the world in a new ad campaign.

The campaign was written by FRED & FARID, directed by ACCIDENT and produced by NOSIDE Paris.

The ad begins with shots of outer space, bringing us closer and closer to Earth, as distorted narration from actor and comedian Nathan Wilcocks and an ambient soundtrack from French musician DeLaurentis guides viewers through the journey.

When the spot arrives at Earth, viewers are met with an array of scenic shots of the North and South Pole that show the sheer magnificence of the landscapes.

The ad finishes with a shot of the icebreaking cruise ship Le Commandant Charcot, in icy water with the caption ‘The North Pole, The South Pole, And You’ written on-screen.

 

Hervé Gastinel, CEO of Ponant, said: “This first high-polar exploration vessel represents the quintessence of our dreams of the absolute – to offer essential escapes, to find meaning again, to better understand and protect our planet.

“The launch campaign needed to convey the pioneering nature of our approach, the spirit and audacity of Ponant.”

FRED & FARID Los Angeles echoed Gastinel’s comments, saying: “Experiencing the magnetic Poles is a great reminder of our place in the galaxy.

“We always forget that our blue spaceship is orbiting around the Sun at a speed of 67,000 miles per hour, travelling in space about 1,6 million miles a day.

Le Commandant Charcot is a spaceship on Earth.”

The global campaign has launched in the EMEA (France, Belgium, Switzerland, Germany, UK) and will be rolled out next year in the Americas and across the Asia Pacific.

It is supported by a fully digital communication plan promoting the immersive experience of video format via social networks and programmatic.

The campaign is part of a 360-degree plan, integrating a dedicated website created by Infostrates and new polar experiences via Instagram and Facebook accounts, drawing on the expertise of social media agency We Like Travel.


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