Production period: 6 months (September 2023 to February 2024)
Background
Airbnb strives to provide unique and meaningful experiences for the global younger generation who often feel lonely. However, the upcoming Paris Olympics is somewhat distant from this goal. In fact, due to the Evin Law introduced in France to regulate drinking culture, alcohol will be banned from all Olympic venues during the upcoming Games.
However, VIP guests will have access to designated areas and services inside the stadium where they can freely enjoy alcohol. Because of this contradiction, many general spectators feel a sense of relative deprivation, and studies show that the Gen Z generation in particular experiences stronger feelings of loneliness.
Insight
This Olympics will, for the first time in history, host outdoor events such as the marathon, triathlon, and swimming throughout central Paris and the Seine River. As a result, people living near the venues will be able to watch the competitions from their homes even without tickets. And naturally, since they are staying at home, they can drink alcohol without being subject to the restrictions of the Evin Law.
Idea
So we rented homes located along the Seine, near the routes where the outdoor events take place. Through partnerships with alcohol brands, we set up party rooms that allow spectators to enjoy drinks while watching the competitions from these homes. In this way, Airbnb cleverly avoids the restrictions of the Evin Law while offering everyone a truly VIP experience where they can enjoy alcohol equally.
Role
Project Management, Research, Planning, Concept, Storyboarding, Film Script, Art Direction, Color Grading, Logo Design, Element Design, Visual Mockups, Motion Graphic, Caseboard Design, Copywriting
Team Member
Heechang (Kevin) Lee — Hongik University
Recognition
2024 Clio Awards, Silver (Student Integrated)
2024 Clio Awards, Bronze (Student Partnerships & Collaborations)
2024 Clio Awards, Shortlist (Student Branded Entertainment & Content-Experience/Activation)
2024 Clio Awards, Shortlist (Student Direct-Experience/Activation)
2024 New York Festivals Advertising Awards, Finalist (STUDENT: Medium: Direct & Collateral)
2024 New York Festivals Advertising Awards, Shortlist (STUDENT: Medium: Branded Content/Entertainment)
2024 Art Director's Club, STUDENT MERIT (YOA-01F: Advertising: Integrated)
2024 Art Director's Club, Round 2 (YOA-01E: Advertising: Direct)
2024 Art Director's Club, Round 2 (YOA-01B: Advertising: Branded Content / Entertainment)
2024 MAD STARS, Crystal (VIDEO Group > Entertainment Video Stars > Sectors > Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets)
2024 Clio Awards, Bronze (Student Partnerships & Collaborations)
2024 Clio Awards, Shortlist (Student Branded Entertainment & Content-Experience/Activation)
2024 Clio Awards, Shortlist (Student Direct-Experience/Activation)
2024 New York Festivals Advertising Awards, Finalist (STUDENT: Medium: Direct & Collateral)
2024 New York Festivals Advertising Awards, Shortlist (STUDENT: Medium: Branded Content/Entertainment)
2024 Art Director's Club, STUDENT MERIT (YOA-01F: Advertising: Integrated)
2024 Art Director's Club, Round 2 (YOA-01E: Advertising: Direct)
2024 Art Director's Club, Round 2 (YOA-01B: Advertising: Branded Content / Entertainment)
2024 MAD STARS, Crystal (VIDEO Group > Entertainment Video Stars > Sectors > Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets)
Media Mentions
Ads of the World (Highlighted Campaigns)
Airbnb x Budweiser
Airbnb x Absolut
Airbnb x Patron
Airbnb x Johnnie Walker
