Norwegian Cruise Line launches new brand platform
Norwegian Cruise Line partners with Arnold to launch It’s Different Out Here and national campaign.
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Norwegian Cruise Line, the innovator in global cruise travel, is unveiling a new brand platform inspired by its iconic 90s tagline, It’s Different Out Here.
Developed in partnership with Arnold Worldwide, the refreshed positioning celebrates NCL’s legacy as a pioneer, industry disruptor, and the creator of “Freestyle Cruising,” which gave travellers the freedom to sail their way.
At the heart of the launch is a national campaign, that spans TV, OOH, digital, social, and radio. Directed by Jim Jenkins of O Positive, the films celebrate travellers who reject outdated norms and embrace the flexibility NCL was built to offer. The first spot, “Flip Flops,” contrasts the strict traditions of a British Royal Navy ship with the relaxed atmosphere and “flip-flops cool” environment reflective of the “cruise casual” dress code on an NCL cruise. Additional spots, including a :60 hero and two more :30s, will launch later in January.
Credits
View on- Agency Arnold Worldwide/Boston
- Production Company O Positive
- Director Jim Jenkins
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Credits
View on- Agency Arnold Worldwide/Boston
- Production Company O Positive
- Director Jim Jenkins
- Executive Producer Marc Grill
- Head of Production Devon Clark
- Editing Mackcut
- Post Producer Kayla Robinson
- Executive Post Producer Gina Pagano
- Editor Gavin Cutler
- Assistant Editor Louisa Philips
- VFX House of Parliament VFX
- VFX Founding Partner/VFX Supervisor Nathan Kane
- VFX Producer Aidan Erbter
- VFX Producer Krystina Wilson
- VFX Creative Director John McIntosh
- VFX Creative Director Dan Fine
- VFX Creative Director Andre Vidal
- Color Ethos Studio
- Head of Color Production Natasha Sattler
- Senior Colorist Kaitlyn Battistelli
- Music Singing Serpent
- Executive Music Producer Dennis Culp
- Production Services Widescope Productions
- Production Services Founder/Executive Producer Dominic Bolus
- Executive Creative Director James Bray
- Creative Director/Art Director Kelly Nichols
- Creative Director/Copywriter Patrick Harrington
- Creative Director/Art Director Sara Goldsmith
- Creative Director/Copywriter Roger Fish
- Associate Creative Director/Copywriter Hector Bauza
- Copywriter Aubrey Estes
- Design Director Anthony Shea
- Senior Designer Laura Chang
- Junior Art Director Anna Myers
- Director of Production Design Mark Danish
- Motion Design Jeremiah True
- Senior Editor William Gregg
- Head of Production (HP) Paul Shannon
- Executive Producer Carissa Marlowe
- Executive Producer Patrick Carney
- Associate Producer Maria Torres
- Production Designer Jason Edmonds
- DP Sebastian Blenkov
- VFX Producer Aiste Akelaityte
- Senior Color Producer Sasha Pace
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Credits
powered by- Agency Arnold Worldwide/Boston
- Production Company O Positive
- Director Jim Jenkins
- Executive Producer Marc Grill
- Head of Production Devon Clark
- Editing Mackcut
- Post Producer Kayla Robinson
- Executive Post Producer Gina Pagano
- Editor Gavin Cutler
- Assistant Editor Louisa Philips
- VFX House of Parliament VFX
- VFX Founding Partner/VFX Supervisor Nathan Kane
- VFX Producer Aidan Erbter
- VFX Producer Krystina Wilson
- VFX Creative Director John McIntosh
- VFX Creative Director Dan Fine
- VFX Creative Director Andre Vidal
- Color Ethos Studio
- Head of Color Production Natasha Sattler
- Senior Colorist Kaitlyn Battistelli
- Music Singing Serpent
- Executive Music Producer Dennis Culp
- Production Services Widescope Productions
- Production Services Founder/Executive Producer Dominic Bolus
- Executive Creative Director James Bray
- Creative Director/Art Director Kelly Nichols
- Creative Director/Copywriter Patrick Harrington
- Creative Director/Art Director Sara Goldsmith
- Creative Director/Copywriter Roger Fish
- Associate Creative Director/Copywriter Hector Bauza
- Copywriter Aubrey Estes
- Design Director Anthony Shea
- Senior Designer Laura Chang
- Junior Art Director Anna Myers
- Director of Production Design Mark Danish
- Motion Design Jeremiah True
- Senior Editor William Gregg
- Head of Production (HP) Paul Shannon
- Executive Producer Carissa Marlowe
- Executive Producer Patrick Carney
- Associate Producer Maria Torres
- Production Designer Jason Edmonds
- DP Sebastian Blenkov
- VFX Producer Aiste Akelaityte
- Senior Color Producer Sasha Pace
The launch marks Arnold’s first work for NCL and signals a full brand transformation under NCL’s new CMO, Kiran Smith, who previously served as CEO of Arnold.
Smith said: “This is a pivotal moment for Norwegian Cruise Line. We’re not just launching a campaign, we’re re-anchoring our brand in the values that have always set us apart: freedom and flexibility. For nearly 60 years, NCL has been an innovator, and this transformation honors that legacy while meeting the expectations of today’s guests. Delivering on this vision takes trusted partners who understand our DNA, and Arnold has helped us bring it to life in a way that is authentic, and unmistakably NCL.”
James Bray, ECD, Arnold: “Partnering with Norwegian Cruise Line has been an incredible opportunity to reimagine what “It’s Different Out Here” means today. This platform isn’t just a tagline revival, it’s a bold statement that cruising can feel effortless, emotional, and deeply human. Together with the NCL team and incredible partners that include Jim Jenkins, we’ve created work that breaks from the industry’s obsession with “bigger” and celebrates NCL’s pioneering spirit, inviting travelers to experience a journey where presence and connection matter most.”
