A child in a pink coat and hat explores a pebble beach with a brown dog, next to beach huts, under a sky with "Britain, what tops your bucket list?" written.

P&O Cruises launches Britain’s Bucket List to inspire the nation to pursue their dreams

The campaign’s creative was developed by Pablo and WPP Media’s Wavemaker led on the media strategy, planning and buying

By Creative Salon

02 November 2026

P&O Cruises is inviting the nation to share its biggest dreams with the launch of Britain's Bucket List, a nationwide campaign designed to reveal the experiences Britons most want to tick off in their lifetime.

Launching today, the campaign developed by Pablo will create a live, crowd-built bucket list for Britain, shaped by people across the nation.

The initiative comes as new research* reveals that while most Britons have a bucket list, 61 per cent have yet to fulfil many of their ambitions, often putting them off until later in life.

Britain's Bucket List will give people the opportunity to submit the experiences they’ve always dreamed of having, from once-in-a-lifetime adventures and cultural moments to personal goals and unforgettable travel experiences. The campaign will celebrate Britain's aspirations while inspiring more people to turn ‘one day’ into today.

A panel of ambassadors will select the most inspiring submissions, with three winners receiving their own P&O Cruises holiday.

The 30” launch film features a series of bucket list wishes projected across the nation; streets, pubs, coastal paths and country lanes, inviting Britons to stop, look up, and reinvigorate their own bucket list dream.

WPP Media’s Wavemaker planned the media campaign, including the Mail Metro Media partnership across Metro and Daily Mail, as well as paid social activity on Meta. The team is also working with Ambient and WPP Media’s out-of-home team to deliver large scale nationwide OOH activations.

Once Britain’s Bucket List has been compiled, winners will be announced across Metro and Daily Mail’s print and digital platforms and on social media. Selected entries will also appear in striking projections at iconic locations, including Tate Modern and New Oxford Street in London, and Radio City and Lime Street in Liverpool. Projected onto tall buildings as one continuous list, the public’s dreams will create a bold visual celebration of Britain’s Bucket List ambitions.

Carnival UK and P&O Cruises president Paul Ludlow said: “At P&O Cruises, we believe holidays should be about more than simply switching off. They are an opportunity to create lasting memories and fulfil ambitions that have often been on a wish list for years. Britain's Bucket List is about celebrating the dreams of everyone across Britain, while encouraging people to pursue the experiences that matter most to them. Creating extraordinary experiences is at the heart of what we do and we want to inspire a national conversation about what people still want to achieve and, ultimately, help make some of those dreams a reality.”

Pablo Creative Partner & Founder Tim Snape said: “We know what our favourite foods are, we know our favourite songs and films, but for some reason, us Brits often neglect our unfulfilled dreams. We want to get Britain talking about those things we've always wanted to do and to actually start enabling them too. The British Bucket List is our way to create a document of Britain’s hopes and dreams for the first time. Once we know what's on the list, P&O Cruises and their global travels are the perfect way to get the people of Britain out there, ticking the nation’s bucket list dreams off, one by one.”

Jennifer Manning, VP, Clients at WPP Media said: “To get the nation talking, we carefully chose media with the scale and reach to encourage Brits to share their bucket-list ambitions. Iconic sites across London and Liverpool will become spectacular, high-impact celebrations of the nation’s dreams, creating unmissable moments that bring Britain’s Bucket List vividly to life. We can’t wait to see the wonderful and uniquely British suggestions people share.”

Britons can now submit their bucket list dreams by visiting www.metro.co.uk/pocruisesbucketlist and can follow the conversation online using #BritainsBucketList.

Entries will close on November 15, after which, P&O Cruises will reveal the bucket list experiences people most want to achieve in their lifetimes.