Michael Benis
Client: MSC Cruises
I have been working for MSC Cruises since late 2008, providing wide-ranging support, including branding, straplines, press ads, brochures, video scripts, press releases, speech writing and product naming.
The ads below are all taken from the MSC Cruises 2010-2011 campaign, accompanied by a related press release which I also wrote. These single-page press ads all required headline reconceptualisation and original copy to complement the artwork created by EuroRSCG Milan for the campaign they conceived around the MSC name with the line “You can tell it’s an MSC cruise from the details” (reprised in the English body copy with “a cruise where the details make a world of difference”).
The English copy combines an impactful yet playful and humorous soft touch with strong detailed claims, conveying the innovative cruise leader’s friendly and informal yet attentive focus on customer care. Each ad expresses a typically Italian love of life, whether the emphasis is on gourmet food, designer comforts, family fun or business efficiency on one of the most modern but also greenest luxury cruise fleets on the seas.
Brand and Communications Consultant
Branding • Creative Concepts & Strategy • Copywriting
• Creative Direction • Speechwriting