Norwegian Viva and Norwegian Prima are the same ship. Same design. Same product. When the ask is to launch Viva as something new, you have a problem, unless you stop selling the ship entirely.

The insight: twilight. That hour when the ship stops being a vessel and starts being a place. Cruisers buzzing with the electricity of waking up in a new country. Dinner and drinks and the low hum of a casino and a show worth staying up for. The ship doesn't change at twilight. The feeling does.

"Live it Up" wasn't just a tagline. It was a time of day, a state of mind and the only honest answer to what makes Viva, Viva.

“Live It Up” became the strategic platform for Norwegian Viva’s 360-degree launch, spanning web, video, print, direct mail, email, events and PR. The campaign website won Best Travel Website at the 2023 Internet Advertising Competition Awards, and NCL adopted the line across official launch communications, travel partner activations and christening extensions.

Role: Strategy, Concept, Creative Direction, Copy