Cannes Lions

We Are Here

FACEBOOK CREATIVE SHOP, New York / AIRBNB / 2017

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Demo Film
Film
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Overview

Entries

Credits

Overview

Description

We Are Here is an unscripted, authentic expression of Airbnb Trips. We invited the world on interactive Trips "LIVE" in 6 cities around the globe in 24 hours.

Execution

“We Are Here” transported people into Airbnb Hosted Experiences around the world. Six distinct films were shot Live in 6 cities across 5 continents over the 24-hour course of Airbnb’s launch day. We streamed each film Live on Facebook from first person POV so that you felt like you were there. Your comments were tangibly incorporated into the physical experience – delivering the magic of actually being there and connecting with your fellow traveler.

A performance artist hosted our Airbnb Experience in Paris. She brought guests outside the Moulin Rouge, where they wrote down their hopes on biodegradable paper butterflies, to be released into the night sky. As she asked her guests what they’d write down, the world joined in via comments. Butterflies began to appear on-screen, with people’s comments. When the group released their butterflies into the Parisian sky, the global audience watched their hopes and fears float away.

Outcome

22 Point Lift in Ad Recall

7 Point Lift in Brand Favorability

Over 6 million global participants in first 24 hours

Global press coverage citing our Facebook Live execution as a game changer in transformative online experiences.

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