RSA FILMS, Los Angeles / AIRBNB / 2017
60, :30 and :15 second spots that ran across TV and OLV opened with a provocation: “Don’t go to Paris,” “Don’t go to LA,” “Don’t go to Tokyo.” Opening shots featured scenes of conventional modern travel, including crowds, selfie sticks and monuments that were leaving our targets feeling stressed and unfulfilled.
Don’t Go There.
This, single, universal idea was a global rallying cry that challenged adventurous audiences all over the world to quit the tour groups and experience the world like locals, in a way that could only be done by staying on Airbnb.
It encouraged people to instead LIVE THERE —to stay in a house outside of traditional tourist zones and revel in the authentic experiences they unlocked: trying new foods, exploring local neighborhoods and meeting new host friends