The Tallink Silja Line Galaxy Party Cruise ad campaign targets a very specific demographic. In fact, it speaks to a whole new breed of humans. Addressing 'party sapiens only,' it takes a serious stance on gratifying get-togethers and carousing cruises. This discrimination is reinforced through the depiction of the new species. They essentially resemble humans with the important exception of the head, which has been replaced with shimmering disco balls.
Conceived and executed by Lovely, an ad agency based in Amsterdam, Netherlands, the Tallink Silja Line Galaxy Party Cruise ad campaign was art directed, creative directed and copy written by Magnus Olsson and Avinash Sampath. Although it could have easily turned into a two-man show, the images were shot by Petrus Olsson and retouched by C2 Stockholm.
Disco Ball Head Ads
The Tallink Silja Line Galaxy Party Cruise Campaign Targets Revellers
Trend Themes
1. Party Sapiens - Developing campaigns that address and appeal to a specific subculture or lifestyle, such as 'party sapiens only', can create a strong sense of community and exclusivity.
2. Exaggerated Imagery - Using exaggerated imagery, such as replacing human heads with disco balls, in advertising campaigns can create a lasting impression and generate buzz.
3. Multidisciplinary Collaboration in Ad Production - Utilizing a team of multidisciplinary professionals in advertising production, including art directors, copy writers, photographers, and retouchers, can result in a cohesive and visually stunning campaign.
Industry Implications
1. Travel and Tourism - Incorporating unique and memorable experiences, such as themed parties and events, into travel and tourism packages can attract a younger and more adventurous demographic.
2. Advertising and Marketing - Pushing creative boundaries and taking risks in advertising can differentiate a brand from competitors and create a strong brand identity.
3. Photography and Image Editing - Providing high-quality photography and image editing services in advertising production can enhance the visual appeal and overall impact of a campaign.