Creativity

Airbnb's Global Ad Aims to Appease Your Doubts About Staying in a Stranger's Home

Campaign Features a Real Airbnb Traveler Writing to Her Hosts

Published on Apr 21, 2015

Editor's Pick

In a new global ad campaign -- its biggest to date, Airbnb does a bold, but clever thing; it addresses any concerns you had about staying in a stranger's home, and sets out to make you feel totally relaxed about it. The ad, by TBWA/Chiat/Day, features a real Airbnb traveler, Ellie, voicing a letter to her hosts that starts off: "Dear Stranger, when I booked this trip my friends said I was crazy." She goes on to explain how the neighborhood was friendly, the home was perfect -- even the host's friends reminded her of her own friends -- and eventually became her own.

As she recounts her travels, we see her entering a variety of welcoming situations in different countries -- going to karaoke with young Japanese locals, and joining a family gathering in Rio de Janeiro. As she steps into what seems like the host's shoes, to the more skeptical it might feel a little bit "Single White Female." To others, it will read like a totally warm and fuzzy experience that makes Airbnb feel less about lodging than the people you meet during your travels.

The spot, directed by Us via Reset, will be featured across the U.S., U.K. and Australia with media buys in broadcast, digital and cinema. The campaign also includes a microsite where you can find out more about the the Airbnb hosts and local business owners within the five cities Ellie visited: New York, Paris, Tulum, Tokyo and Rio.

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Credits

Date
Apr 21, 2015
Agency:
TBWA/Chiat/Day Los Angeles
Chief Creative Officer:
Stephen Butler
Client:
Airbnb
Executive Creative Director:
Brent Anderson
Senior Art Director:
Annie Johnston
Senior Copywriter:
Kathleen Swanson
Digital Producer:
Kristin McCarron
International President:
James Vincent
Managing Director:
Peter Ravailhe
Senior Brand Manager:
Lexi Vonderlieth
Associate Brand Manager:
Molly Goldbach
Planning Director:
Jennifer Costello
Director of Business Affairs:
Linda Daubson
Senior Business Affairs:
Maryam Ohebsion
Traffic Director:
Jarim Lynn
Client:
AIRBNB
Chief Marketing Officer:
Jonathan Mildenhall
Head of Advertising:
Peter Giorgi
Production Director:
Rachel Holbrook
Music Production:
Ian Rowe
Production Company:
RESET
Director:
Us
Managing Director:
Dave Morrison
Executive Producer:
Jeff McDougall
Line Producer:
Ahnee Boyce
Producer:
Rodney Anderson
Post Production:
A52
Lead Flame Artist:
Andy Bate
Lead Flame Artist:
Chris Moore
Flame Artist:
Matt Sousa
Flame Artist:
Steven Wolff
Flame Artist:
Michael Plescia
Flame Artist:
Michael Vaglienty
Flame Artist:
Enid Dalcoff
Flame Artist:
Christel Hazard
Online Artist:
Dan Ellis
Online Artist:
Gabe Sanchez
Online Artist:
Kevin Stokes
Colorist:
Paul Yacono
CG Tracking:
Joseph Chiechi
Rotoscope:
Tiffany Germann
Art Director:
Leanne Dare
Art Director:
Henry Deleon
Art Director:
Earl Burnley
Animator:
Jeffery Jeong
Animator:
Lucy Kim
Animator:
Tae-Kyu Kim
Animator:
Trix Taylor
Animator:
Sam Cividanis
Animator:
Peter Murphy
Designer:
Kevin Heo
Designer:
Lyn Cho
Designer:
Kristal Sojo
Designer:
Paul Kim
Executive Producer:
Patrick Nugent
Executive Producer:
Jennifer Sofio Hall
Producer:
Stacy Kessler-Aungst
Coordinator:
Danny Hirsch
Music Composer:
Nick Seeley
Sound Design:
Stimmung
Sound Designer:
Gus Koven
Executive Producer:
Ceinwyn Clark
Producer:
Kristina Iwankiw
Audio Mix:
Play
Mixer:
John Bolen
Executive Producer:
Lauren Cascio
Senior Producer:
Chris Spencer
Creative Producer:
Willow Hill
Integrated Marketing Manager:
Alessandra Cuetara
Global Head of Production:
Rachel Holbrook
Editorial:
Rock Paper Scissors
Editor:
Damion Clayton
Executive Producer:
Angelia Dorian

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