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.
"Live There" was embraced as a key guiding principle for Airbnb's future branding and the language was incorporated into the re-design of Airbnb’s website and app.
Following the success of the campaign, we adapted print for other markets around the world including Brazil, Mexico and South Korea.
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.