NORTH AMERICA HOST CAMPAIGN
Led the creation, development and the launch of a cross channel marketing campaign to drive host appeal in North America (NA). Launched with five :30 sec TV spots, 1000 OOH units, 4 radio spots, 2 podcasts, 35 OLVs from :6 secs roll outs to long form documentaries, numerous banners and a campaign landing page. In addition to this work, established a global content series tailored to Airbnb’s organic social channels.
JOINT COLLABORATION
The definition of a strong brand partnership is when two iconic brands come together, and in that partnership, they stay true to their DNA yet build on their differences to create something truly unique.
Airbnb and Phillip Lim joined forces to release a limited-edition pajama collection to launch in July 2019. Designs were inspired by Airbnb’s key corridor destinations. The goal was to generate brand buzz around weekend getaways with Airbnb.
To promote this collaboration, we produced a beautiful film and told a travel story with a dose of fashion, featuring three pajama sets and beautiful homes. In this world nothing was ordinary; anything was possible.
Beyond - now known as Airbnb Lux - is the highest tier of home renting and experience provided by Airbnb. It offers custom designed end-to-end trips that fulfill the guests' aspirations. The promise is transformative travel.
The creative challenge was to launch Beyond as a credible luxury brand that breaks the rules and raises the bar. At the heart of this challenge was a tension between luxury and rebellion. What codes could we use to be seen as a credible luxury brand from the start, without appearing cliche. As Picasso once said 'Learn the rules like a pro, so you can break them like an artist.' That's exactly what we did. We took codes. And broke rules. And launched Airbnb’s very first luxury tier.
GO NEAR / PRENEZ L’AIR
COVID-19 brought global travel to a halt and significantly impacted Airbnb and its businesses. We launched a campaign to ensure Airbnb is still top of mind when it comes to travel and drive demand for nearby stays. After launching in North America, we trans-created the campaign for other markets and regions, with a heavy focus on France.
MILLIONS TO ONE CAMPAIGN
Led the creation, development and the launch of a cross channel brand campaign to drive host and guest appeal in North America.
The idea was to reignite consumer interest in Airbnb through a brand campaign. The campaign was delivered through the voice of our hosts, that reinforced Airbnb as a unique travel company and the go-to place for anyone looking for a more human travel experience.
Launched with five :30 sec TV spots and more than 1,200 OOH units that got placed in Los Angeles, Miami, San Francisco, Toronto and New York.
FIELD TRIPS
In early 2020, during the Covid-19 lock down, Airbnb launched Online Experiences globally for consumers to experience different activities from the comfort and safety of their home. We wanted to bring awareness to Online Experiences by launching several timely initiatives. Field Trips was one of these initiatives.
We knew, kids were stuck at home and remote learning was the new norm. Kids were no longer doing extra-curricular activities during this time and parents were being both a parent and a teacher at home. We also knew that Airbnb had access to fascinating micro-communities and experts at a global scale. Our opportunity was to help parents let their kids explore the world, without leaving their home. We turned the world into a massive field trip, where kids didn’t just read about Pompeii, they transported to the Roman city with an archeologist, from the comfort and safety of their homes.
SUPERHOST PROGRAM
We wanted to recognize Superhosts by honoring the extraordinary, who represent Airbnb’s best in hospitality and foster belonging with every guest. To achieve that, we created holistic Superhost initiatives to show our appreciation and recognize the world’s best hosts within our Airbnb community throughout the year. These initiatives included data-driven hyper-personalized emails, psychical gifts, social first films and regional events. All done at a global scale.
FOUNDATION FINDER
Led the creation of a multi-platform experience allowing consumers to find the right Maybelline foundation for their complexion by virtually trying it. The platform used a face detection technology and let the users select their foundation preferences in a fun effortless way.
SUHD TV
Designed a site to create an impactful, engaging experience to support the launch of Samsung's SUHD TV. The site showed striking visuals that felt like compelling moments from real shows to demonstrate that the best content deserves the best TV.
MY VERIZON
Led the cross functional effort of re-imagining the mobile customer experience as the main service channel for the largest telecom in the world serving over 113 million customers.
Positioned the new My Verizon as a best-in-class mobile experience that is simple, human, reliable and personal. The app unlocked the best of the network, and gave users complete control of their wireless experience. Released in July 2016, the app became the primary channel through which Verizon embraced a “mobile-first” business model.
MY COKE REWARDS
Designed the online experience for My Coke Rewards, the Coca Cola Company's main loyalty program with a strong visual system that shows the progress of each user in the program.
To illustrate the user's progress, a simple system with three distinct levels was created: red, gold and twilight. The more participation in the program the more progress through each level was achieved. A progress wheel was designed using the iconic bottle and cap to create a uniquely Coke brand experience.
The MCR site was a "mothership" site that held 14 different Coca Cola brands, each with a different target audience and each with a different visual vibe. The challenge was to create an elegant MCR "lobby" to greet each user before they then went down a particular corridor to find their favorite brand, say Coke Zero or Sprite. A clean, understated, structured and responsive design solution was used to ensure each of the individual brands stood out as the hero for the user.
A bold, fun and young looking site was designed to promote the RedBull Editions’ drinks and the music events sponsored by the RedBull brand. In addition to the site, social media components and OOH posters were designed for the LA, DC and NY markets.
PRICELESS CITIES
Priceless is MasterCard's way of describing that little something special that money can't buy. It's not about transactions. It's about experiences. We wanted to make the MasterCard Priceless promise more personal by tailoring its offers to its customers' preferences. So with that we created the MasterCard Priceless Pinspiration app that allowed users to visualize their dream vacation on Pinterest board, in order to instantly generate a custom travel itinerary courtesy of MasterCard. Priceless.
MY COKE REWARDS
Designed a unique Coke Zero experience for young urban fans of the brand. We created a series of branded "Missions" - where groups of users work together to unlock rewards and a series of branded "Moments" - where an individual completes tasks to gain status inside the MyCokeRewards program. A series of dynamic pages were designed using bold typography and full bleed photography with a textured gritty overlay to create just the right attitude for the audience.