Cannes Lions

HOLLYWOOD & VINES

MULLEN, Boston / AIRBNB / 2014

Awards:

1 Shortlisted Cannes Lions
Case Film
Supporting Content
Case Film
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Presentation Image
Supporting Images
Supporting Images
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Overview

Entries

Credits

Overview

Description

This campaign ran globally. Everyone in the world was invited to participate. The only limitation was their access to Twitter and Vine.

Execution

In just four days, we tweeted shot descriptions to our Twitter followers who filmed six-second clips and uploaded them with the hashtag #AirbnbHV and the shot number, so that we could easily aggregate the submitted clips.

In making the film, we embraced the inclusiveness of Twitter and Vine to make our campaign entirely accessible to anyone in the world with a mobile phone and a social presence. We also chose a piece of paper to be the protagonist of the film so that everyone had access to the same materials and our hero character could be visually consistent.

Outcome

In the end, 750 videos from nine countries were submitted and 100 were selected to create the final film. It also gained over 325,000 views on YouTube and was featured as a short film on the Sundance Channel during prime time. The work positioned Airbnb’s brand to be viewed as forward-thinking and original as their own target audience.

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