“Godfather” Campaign

Client:Norwegian Cruise Line



Norwegian Cruise Line Corporation Ltd. (NCL) is entering the Chinese market by introducing the first purpose-built ship customized for Chinese consumers, Norwegian Joy, which will arrive to China’s shores by the summer of 2017.

As part of a broader digital strategy to increase the brand’s awareness in the market, Dragon Trail developed a video campaign designed around NCL’s "godfather” and actor Wang Leehom. Dressed as a ship captain, Wang Leehom introduced Norwegian Joy’s facilities and activities. The video continues by simulating an incoming call from the star having a one-on-one conversation with the viewers.

The campaign’s compelling narrative combines images of the real Wang Leehom with a cartoon version of the godfather. The campaign concludes with a lucky draw, and participants are encouraged to follow NCL on WeChat.

Dragon Trail developed the video creative and animation.


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Tags: Transport   Campaign