Airbnb - TV
Challenge
When I joined the campaign team working on Airbnb's brand strategy, we identified a critical opportunity: while millions knew Airbnb as a booking platform, the emotional connection between guests and the hosts who make these experiences possible remained largely invisible. Our task was to shift the narrative from transactional to relational, highlighting the unique role hosts play in creating memorable travel experiences.
Strategy
We developed a multi-channel campaign anchored by authentic, intimate moments captured in real Airbnb properties. By pairing iconic songs with candid-style content showing genuine moments in Airbnb homes, we created emotional vignettes that celebrated the human connection at the heart of the Airbnb experience. Each advertisement concluded with the simple yet powerful tagline: "Made Possible by Hosts."
Impact
The campaign resonated deeply across global markets:
- Significantly increased host inquiries and new sign-ups
- Elevated positive sentiment toward the Airbnb hosting community
- Strengthened brand differentiation by emphasizing the human element that competitors couldn't replicate
- Created a distinctive brand identity that has become synonymous with Airbnb's values
This project demonstrated how focusing on the emotional core of a service can transform brand perception and create lasting connections with both sides of a marketplace platform.
Role
Role Led a team of creative photo leads and art directors, collaborating with over 100 photographers globally. Developed comprehensive photo campaign briefs and personally directed the storytelling process - from home selection and cast coordination to image auditing. Partnered with creative directors to select music that enhanced the emotional resonance of each spot. Managed the entire post-production workflow, ensuring visual consistency and quality across all campaign assets.