2019
Role
Creative Lead
Services
Art Direction
Product Visual Strategy
Collaborators
Airbnb Creative
Product Team
Adventures
Airbnb Adventures transforms conventional travel into extraordinary journeys by offering a curated selection of immersive, multi-day experiences. This innovative feature redefines the travel landscape, providing participants with unique and off-the-beaten-path adventures, spanning outdoor activities to cultural explorations.
We proposed the idea that adventure should be life—changing, and it should be for everyone, so we built the campaign that reflected that.
As the Creative Lead, I took on the responsibility of using visual content to showcase the genuine essence of the experiences offered by Adventures.
Challenge
In our endeavor to create an unforgettable user experience, we recognized the need for refinements in our existing product to better cater to multi-day adventures.
This involved creating an immersive approach to showcase each adventure's diverse activities, travel destinations, culinary experiences, and lodging accommodations. Through this process, we not only aimed to elevate the overall user journey, but also to spotlight the incredible local hosts.
Creative Approach
Kicked off with a surprise enactment by actual Airbnb guests worldwide, we orchestrated an integrated campaign encompassing a film, in-app components, social media content, and product marketing for a global category launch.
To accompany the product marketing landing page, a fresh brand identity was crafted, showcasing the latest adventures. Every experience was enriched with immersive photography and compelling videos, weaving a visually captivating narrative.
The development of a new platform went beyond presenting essential journey information; it also adeptly conveyed the distinctive story behind each adventure.
Outcome
The adoption of a storytelling approach not only bolstered user engagement, evident in the prolonged visit durations on the site, but also redefined the benchmarks for product storytelling. This campaign established a new standard in narrative effectiveness, yielding tangible and positive outcomes for the brand.
The product experienced 10x growth within the first six months
Over 1.3 billion impressions globally
16.7k content shares
3,500 global press hits
