Carnival saw an opportunity to tap into this younger-skewing, feel-good holiday to show that connection doesn’t require a dining room table back home, it can happen anywhere, even at sea. Our mission? Find out what makes Friendsgiving meaningful (and meme-able) for Gen Z and young millennials, and translate that into something only Carnival could do. Through cultural digging, TikTok rabbit holes, and more NYT think pieces than I’d care to admit, I uncovered a few key truths on how Friendsgiving has impacted cultural perspectives that our creatives could use for brainstorming activations. Find out how the brief was crafted below!