Travel is about more than just escaping reality. It’s about what travel does to our reality. 

Nobody knows this better than Princess Cruises, the world’s largest global premium cruise brand. But as the rest of the category went louder (fireworks, waterslides and celebrities), we saw an unmet need in the travel space and embraced it. As signs pointed to major cultural momentum in self-care, we build a campaign that spread understanding of what it means to leave and “come back new”