Situation Analysis
Airbnb was founded in 2008 with the goal of creating a world where anyone can belong anywhere. But as Airbnb set out to define the homesharing category, the media narrative surrounding it became less about its noble mission... and more about the perception that it plays a role in driving gentrification and spiking housing prices.
With new competition and an approaching IPO, it was more urgent than ever that Airbnb drive overall brand favorability with a global idea that reinforced its core values and unique offerings.
Assignment and Challenge
Create an awareness- and affinity-driving campaign that differentiates Airbnb...