TUI Cruises x Robbie Williams: #RelaxingRocks
How do you get a rockstar to relax? You put him on a cruise ship made for it. For the launch of the new Mein Schiff Relax, TUI Cruises’ most laid-back ship yet, we teamed up with none other than Robbie Williams.
When TUI Cruises launched their most relaxing ship to date – Mein Schiff Relax – they needed someone who knows how to enjoy life. Enter Robbie Williams. Global superstar. Certified showman. And now: professional relaxer.
Our job was to bring these two worlds together – the bold energy of Robbie and the calming spirit of the new ship – in a campaign that feels as effortless as a sea breeze. The idea? Relaxing Rocks - on the new Mein Schiff Relax.
As Creative Director, I developed the campaign concept and all core copy – and had the pleasure of joining Robbie on set to creatively steer the shoot. We also found time to talk football (HSV vs. St. Pauli – he has opinions).
Relaxing rocks!
The campaign rolled out big in Germany and the Netherlands – across TV, social, digital out-of-home and classic billboards. On TikTok, I developed custom formats inspired by trending mechanics like the “This or That” challenge, giving the brand a native presence on the platform.
The grand finale? A live Robbie Williams concert in Málaga to christen the ship. Smooth sailing never looked (or sounded) so good.