BOSTON In its first work for Carnival Cruise Lines since adding the business five months ago, Havas' Arnold is launching a campaign themed "Fun for all. All for fun."

"There is a real kind of meaningful fun on Carnival," said Pete Favat, CCO at Arnold in Boston. "Their cruise experience is uniquely social, participatory, uninhibited and gives people the freedom to be who they are."

The agency was hired for the estimated $70 million-plus assignment following a review that concluded in May. Arnold sibling MPG handles media chores.

The new campaign initially kicks off with special events featuring Guinness World Record attempts involving the quest to create the world's biggest (on Oct. 26 in Dallas) beach ball and largest pinata (Nov. 2 in Philadelphia).

Footage from the events will be used to create TV national spots with Noam Murro directing. Murro recently directed a feature film, Smart People, and his ad work includes Hummer's award-winning "Monsters" spot for Modernista!.

Consumer and trade print ads are also on tap. Other elements include "Towel Animal Theatre," an online video series based on a signature activity aboard Carnival Cruises. Clips will air immediately on ABC.com as paid ads and debut Nov. 3 on www.carnival.com/funville.

Ruben Rodriguez, evp, marketing at Carnival, said that as today's world grows more chaotic and people deal with overwork and stress, it's important to remind consumers that their leisure time should be first and foremost fun, as well as an essential part of their lives.