Airbnb China launched a first of its kind, rural empowerment project in China which is dedicated to preserve the local culture and the way of life they once had. Airbnb, worked hand in hand with local government in Southern China, selected two houses in the village of Jiang Bian to be renovated, preserving the local environment while providing modern amenities for guests.

Anomaly brought their deep cultural understanding and sensitivity to the project working together with Airbnb to help take the story to modern consumers with “More of Less”, an idea that champions the spirit of feeling more, while having less. As modern urban life becomes increasingly materialistic, the satisfaction that comes from experiencing the essential becomes more important. By contrast, the village people of Jiang Bian, maintain their traditional way of living and enjoy what nature provides. They make the most of the essential.

In “More of “Less”, Airbnb China invites you to visit a traditional rural village where time-honored practices are cultivated and passed on to the next generation.??The art direction of the campaign was made to deliver an authentic and impactful experience at the village. In order to do this, we researched the visual elements that best represented the village’s life and rich culture.??From there, we crafted a design language that combines traditional Chinese and contemporary watercolor painting carefully brought to life with more than 300 hand-painted illustrations, animated in a 3D environment. The graphics helped engaged the audience with the stories and made the experience more immersive.