Airbnb / Social Campaign
If you could live in any movie, what would it be?
Idea
I anticipated the movies and moments people would be talking about on Oscars night and helped Airbnb respond when they happened.
My Role
Credits
Kathleen Swanson, Pierce Thiot, Rafael Vilela, Laundry Studio (animation)
Awards
Cannes Silver Lion — Mobile, 2016, Cannes Bronze Lion — Cyber, 2016
Press
Airbnb couldn't advertise during the Oscars because a hotel brand was sponsoring the show. So we took the conversation to Twitter and invited people to imagine living in their favorite movies.
Result
The campaign earned 63 million impressions, ranked #2 in visibility on Twitter during the Oscars, and generated more user-generated content than any other brand. It also earned TBWA\Chiat\Day LA its first-ever Cannes Lions in Mobile and Social.
