Airbnb simply would not exist without its amazing community of hosts. This integrated brand campaign was created to inspire both potential hosts (somewhat of a recruitment campaign), and guests by defining, elevating and celebrating what it means to be a "HOST".
Through a bold graphic mark, the role and word ‘host’, created a level of status, a stamp of pride that really means something to the community. The host branding then allowed us to tell a narrative of who, where and why these host’s do what they do—All the while celebrating, inspiring and educating.
Media created included long form content, short form social films, broadcast, host profiles, integration in product and an out-of-home poster campaign that took over 8 North American cities with over 1000 placements.
Due to the huge volume of assets needed and the short timeline for portions of the campaign we partnered with design gurus Public Library, (highly recommended), to support us in exploration, creation and execution.
As well as the celebratory aspect for our hosts and awareness of the brand we also wanted conversion of new hosts too. Driving people through to the product where we would integrate our films and host profiles with photography and personal quotes, to inspire, educate and turn potential hosts into hosts.
Below is part of the design exploration. From the graphic mark of ‘host’ to personal quotes, reasons to host and a call-to-action, all adding to brand attribution. We explored every corner in creating our final design systems and art direction for the different pieces of the HOST part of this campaign.
