D&AD 2015 New Blood Awards
The BRIEF:
To create a promotion for the Airbnb community that will invite new audience to become
a member and share the sense of belonging to a big worldwide family.
The SOLUTION:
This campaign is aimed at inviting new people to the Airbnb community by sharing the experience of meeting new people from different countries. In order to attract the new audience, we propose to install typical rooms in world capitals. These rooms will be connected to each other by broadcasting real-time videos from the inside. When entering this space, a passer by becomes a part of a global community where all people are united. Our campaign will help people not to be afraid of new acquaintances, as well as spread a sense of belonging to one great worldwide community.
The PROCESS:
The BRIEF:
To create a promotion for the Airbnb community that will invite new audience to become
a member and share the sense of belonging to a big worldwide family.
The SOLUTION:
This campaign is aimed at inviting new people to the Airbnb community by sharing the experience of meeting new people from different countries. In order to attract the new audience, we propose to install typical rooms in world capitals. These rooms will be connected to each other by broadcasting real-time videos from the inside. When entering this space, a passer by becomes a part of a global community where all people are united. Our campaign will help people not to be afraid of new acquaintances, as well as spread a sense of belonging to one great worldwide community.
The PROCESS:
We have started this project by looking at the existing Airbnb campaigns. That was a true inspiration, because all of them shared the main idea of belonging anywhere you go, and it was important for us to implement the feeling of being at home into our solution for this brief. After completing the first research stage and brainstorm, we came up with a large number of ideas for possible outcomes. All of them required different media, techniques and processes. Then we chose the most promising ideas and started the next stage of research which helped us to develop ideas into a more sophisticated concepts. During the final stage of this project, we were focused on one best concept which we kept developing until it answered all parts of the provided brief.
Video proposal: the final solution.
The project is accompanied by a booklet showing the development of the project
that starts from the research moodboards and ending with sketches of the final solution,
both handmade and digital.
We hope you share our excitement about the final solution and community in general!
