Eurobest

NOTFAIRBNB

TBWA\BELGIUM, Brussels / SOLIDARITE GRANDS FROIDS / 2017

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Case Film
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Overview

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Credits

Overview

Background

In Belgium, the number of people offering a spare room or house on Airbnb has doubled in the last year. Ironically, in that exact same period another remarkable number doubled as well: the number of people living on the streets. In Brussels, the amount of homeless people had risen dramatically, from 2600 to 5400. Solidarité Grand Froids – an organization dedicated to helping the homeless get through the winter – wanted to raise both awareness and funds for this growing problem

Execution

Notfairbnb is an exact copy of the real Airbnb website. People can search for accomodation types as public building, portal or sidewalk. Each accommodation included cynical descriptions of the harsh conditions the dispossessed endure. By symbolicaly ‘booking’ one of the homeless places visitors automatically donate to Solidarité Grands Froids. The website launched on December 21st, the first official day of winter. We created additional digital buzz by offering our accomodations to famous people, like musicians after a gig in Brussels or world leaders during the European council. Targeted Facebook ads promoted our platform to tourists visiting the city.

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