Can you explain where you landed creatively? So for a listener who might not have seen the work or experienced work in the wild yet, surprising because it has been everywhere, but talk us through where you landed.

Sure, I will try.

But very simply put, it's essentially showing Aussies the fun they're missing out on on a carnival cruise.

So we started with the insight that Aussies are, they're a little stressed, they're overworked.

Really? Yeah, I know.

Everyone's landing into this insight at the moment, I know.

But, you know, there's interest rate rises, there's the pandemic, there's been so much that we're going through and And Aussies are essentially, they're not having as much fun as they used to.

How did you think about which levers to pull in order to really bring that idea of fun to life?