D&AD New Blood Awards 2015 / Airbnb
Advertising
The Brief:
Belonging is one of the greatest and most primal drivers of humankind. We want to connect, share, relate, feel accepted, and feel safe. There’s such variety in the things we belong to, be it our family, a friendship, a place, a group, or even a feeling – and we can find this sense of belonging everywhere and anywhere we go on this planet. But belonging is a big word, with a big meaning, and with, most importantly, a big impact. It’s about exploring and engaging with the things that make us similar, and celebrating and learning from what makes us different.
Airbnb realise this and champion it. Because more than being about just lodging or travel, Airbnb is a community – a community of hosts and travelers who embrace the idea of sharing, hospitality, and human connection, worldwide. And with seven billion of us in this world, Airbnb want everyone to feel they can belong, anywhere. Explore how Airbnb can creatively empower their existing community to grow this idea of ‘belonging’ out to a new audience; translate this into a campaign.
The Big Idea:
Drawing on Maslow's Hierachy of Needs to meet the needs of these travellers, specially focusing in the area of Belonging.
