"Royal Caribbean issued a challenge: Showcase all of the activities and excursions available on their cruises and reach an audience that is interested in adventure. To accomplish both tasks, we created a site hosted by an irreverent talking suitcase named Sammy. Sammy guides visitors through a plush apartment, littered with the paraphernalia of vacations: a sand castle, a palm tree, an Alaskan sled dog, and an Incan temple, to name a few. As users fill Sammy with their choices, Sammy retorts with witty repartee and a ‘vacation fun-a-lyzer’ determines their ideal trip. There is no Royal Caribbean branding on the site until the final payoff allowing users to create their own adventure without any pre-conceived notions about travel or cruises."