AIRBNB
“FIND YOUR REALITY”
role
ART DIRECTOR | COPY | STRATEGY
BACKGROUND
AirBnB started in 2007, when two hosts invited guests into their home, and has slowly grown to over 4 million hosts and over 1.5 billion guests across the globe.
The founders, Brian Chesky, Nathan Blecharczyk, & Joe Gebbia have created a platform for hosts to connect the community through staycation experiences.
Airbnb allows you to find custom houses/ apartments to accommodate your experience. Whether you need an affordable place to stay for a summer vacation or you need a place to keep your pets close to you, Airbnb allows you to personalize your stay.
This idea of finding an authentic place to stay lends to their mission of “Belonging Anywhere”. Airbnb stresses the importance of a world where everyone is welcome.
I see a brand that works toward a mission of providing safe, accommodating spaces for every type of person in the world. Airbnb allows for the unique life situations of every family and friend group to thrive.
Airbnb’s most notable competitor is “VRBO” meaning Vacation Rentals by Owners. These two companies are very similar in using hosts to create an experience for guests, but what VRBO lacks is the opportunity to house share and find affordable options rather than paying for a full house.
Airbnb has experienced major backlash with huge estate companies buying hundreds of properties and stretching the quality thing. Airbnb needs a concept that speaks to the unique needs of its customers. Push the audience to see the value in the specific locations and how no dream can be too complicated!
ABOUT THE CAMPAIGN
INSPIRATION
The core idea of Airbnb’s belonging is what makes the company special. Instead of just a renting service, it’s a way to find a home where you belong. I found inspiration from their belonging being a fundamental driver of humankind. Finding places that accept your entire identity is what inspired my campaign. They have a powerful symbol that stands for community and belonging. The symbol of Bélo has become the universal symbol of belonging. Creating your own symbol inspired me to create your own reality.
IDEA
The idea is to have different Airbnb experiences come to life while having the Bélo symbol be the common factor between them. Essentially it shows that Airbnb brings your reality to life and accepts every type of identity/ lifestyle.
EXECUTION
To execute this idea, I have created multiple diverse locations that can relate to the diverse belonging environment that Airbnb provides. I show locations with different races, genders, sexual orientations, socio-economic situations, and more. This concept can catch the eye of the everyday Airbnb customer and gain new customers who may see themselves in the ad.
BILLBOARD
STREET AD
MAGAZINE AD
