Gerard Piqué, the star defender of FC Barcelona and the Spanish national soccer team, is the face of Costa Cruises’ new internet and social media campaign, where he experiences the flagship of the Costa fleet, Costa Diadema.
The video shows Piqué enjoying himself to the fullest aboard Costa Diadema, where he is later joined by his partner Shakira, the Colombian singer-songwriter and star of the last two Costa Cruises campaigns. The video is now viewable on Costa’s official website at www.costacrociere.it and across all of Costa Cruises’ social media channels.
“The aim of this new campaign on the social media is to present life on board, opening the doors of our ships and showing all the wonderful things they have to offer to those who come on holiday with us. We wanted to do it in a fresh, innovative way, using the language of the social networks that will host the video, and relying on the services of an exceptional testimonial, Gerard Piqué: someone who is known around the world for his success as a footballer and for his open outlook and happy nature, which are perfectly suited to the spirit of our cruises. By describing what goes on board, we are completing the journey we started with the TV campaign,” comments Luca Casaura, Costa’s senior vice president for global & strategic marketing.
The video, features Piqué from morning to sunset in different scenes aboard Costa Diadema as the Spanish soccer player tests himself in a Mannequin Challenge, a viral internet video trend where people remain frozen in action like mannequins while a moving camera films them. This is the first Mannequin Challenge to be shot on a cruise ship and involved 100 individuals “frozen” in action in various scenes around the ship.
Piqué is the star of the film, appearing immobile in various humorous poses: he jokes with friends near the main swimming pool, observes the lobby from the panoramic glass elevator and admires the view from a balcony cabin. As they join Piqué around the ship, his friends discover the Samsara Spa, where the footballer relaxes before enjoying an exclusive dinner at the Club Restaurant. The video goes behind the scenes at the Emerald Theatre, with the Spanish defender taking a peek on stage moments before the curtain rises for the show. At the end of the day, Piqué arrives at the Bar Principe Nero, where he parties with other guests.
The film was produced by Laiguana s.l. and directed by Jaume de Laiguana, who made the last two Costa TV advertisements as well as some of the most famous music videos for Shakira and other world-famous artists.
Costa’s new digital publicity campaign will be posted on all the line’s social channels worldwide, from Facebook to Twitter to Instagram. The digital campaign consists of a 15- and 30-second clip and a three-minute clip. Considering the teasing phase, which will precede the launch, the campaign will embrace the whole summer season.
In addition, the entire three-minute video can be viewed at www.costacrociere.it.