Airbnb: Live There

Airbnb gives people the chance to have authentic local travel experiences wherever they go.

You "stay" in a hotel but you "live" in an Airbnb.

:60 Anthem

OOH at Southern Cross train station in Melbourne

Global Market

Following the campaign's success, we adapted print for other markets around the world, including Brazil, Mexico, and South Korea.

Design

"Live There" turned into a key guiding principle for Airbnb's future branding, and the language was incorporated into the re-design of Airbnb’s website and app.

Case Study

By proposing that modern travel is “sick,” this campaign challenged people to exchange tired tourist tropes for a more nuanced way of experiencing the world.

Following the launch, Airbnb saw an increase of 3 million users and a 14 percent increase in brand awareness.