Airbnb Turns 50 Site Listings into Birdhouses in First Pereira Campaign
Airbnb has been doing some creative marketing lately, despite its relative youth (and legal issues). First it, and Mullen, asked consumers to submit video clips that would be stitched into what Airbnb called the first film shot entirely on Vine. Now agency of record Pereira & O'Dell has introduced its first work for the brand -- and it's all about birds. Working from the insight that nobody travels the world like birds do, the agency commissioned a team of artists to turn 50 Airbnb listings into birdhouses -- creating super-adorable miniatures of dream destinations.
From Dec. 16 to Dec. 22, the site will exhibit the birdhouses in New Orleans' Audubon Park.
The film shows birds discovering these gorgeous new homes as well, accompanied by the track "Home to You," performed by Zack Shields. The media buy for the campaign includes cinema, TV and online. Media partners include Travel Channel, Afar, Gawker, Huffington Post, BBC, Dwell, Brit + Co and Lonely Planet.