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Ponant /  The North Pole, The South Pole, and You

Reinventing the genre of the cruise category, by celebrating the emotional benefit, almost the “soul benefit” over the functional one.

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With an eye to reinvent the cruise category, legendary French cruise company Ponant offers educational discovery alongside exceptional destinations. Using the launch of its new vessel “Le Commandant Charcot” and its course between the Northern and Southern Poles, Ponant set out to invite the world to see this journey through a different lens. But in a society where space travel seemed to be the only outlet to experience the new and unknown, we needed to remind the world that there’s still much of Earth to be explored.

Before the introduction of “Le Commandant Charcot,” a journey to the Poles was actually one that only a privileged few had had a chance to experience. Now, it was open to the world to take part in. By romanticizing the Poles as we would’ve to space, we showed how much left of this world (Earth) we still have to explore and learn from, before we move on to the next.

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+37M Digital impressions   •  +1,1M Offline impressions   •  +80K clicks on the website out of which 99% are new to PONANT   •  Rated as the best video by Ctrip.com   •  
+37M Digital impressions   •  +1,1M Offline impressions   •  +80K clicks on the website out of which 99% are new to PONANT   •  Rated as the best video by Ctrip.com   •  
+37M Digital impressions   •  +1,1M Offline impressions   •  +80K clicks on the website out of which 99% are new to PONANT   •  Rated as the best video by Ctrip.com   •  
+37M Digital impressions   •  +1,1M Offline impressions   •  +80K clicks on the website out of which 99% are new to PONANT   •  Rated as the best video by Ctrip.com   •  
+37M Digital impressions   •  +1,1M Offline impressions   •  +80K clicks on the website out of which 99% are new to PONANT   •  Rated as the best video by Ctrip.com   •