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The world feels smaller when you travel. When you’re part of the Airbnb community that feeling’s even stronger. To educate people on how to use Airbnb.com, we created our own small world.
Airbnb faced a huge gap between people who had heard of the brand, and those who actually knew how to use it.

What’s more, this comprehension gap was even larger in Asia - our primary market. We needed to introduce Airbnb in a compelling way while educating our audience on how to book accommodation through Airbnb.com.

Over five weeks, 30 model-makers and artists built a 852 sq. ft. landscape with 60 hand-made houses inspired by real listings and 96 figurines – including six miniatures of real Airbnb guests. Our camera was mounted onto a model train and everything was shot in-camera without any computer-generated imagery.

Most importantly, by replacing in-camera projections with Asian language translations we reached viewers in Asian markets such as China, Korea, Japan and Hong Kong, our most important educational targets.

Awards

2016 Mumbrella Asia Awards | Ad of the Year | TBWA\Group Singapore, Sixtoes, Cirkus & PHD

2015 Adfest - Gold | Film Craft, Special Effects: In-Camera

2015 Adfest - Silver | Film Craft, Production Design

2015 Cannes - Bronze | Film Craft

2015 D&AD - Graphite | Film Advertising Craft, Production Design

2015 AdStars - Crystal | Video Stars, Branded Information Videos

2015 AdStars - Gold | Film Craft, Art Direction/Production Design

2015 AdStars - Silver | Film Craft, Achievement in Production

2015 Gong Show - Gold | GoldFilm & TV, Production Design/Art Direction

2015 Gong Show - Silver | Film & TV, Cinematography

2015 Gong Show - Bronze | Film & TV, Online/Viral Film

2015 Gong Show - Bronze | Film & TV, Craft: Direction

2015 PMAA Dragons of Aisa - Silver | Best Brand Building and/or Awareness Campaign

2015 New York Festivals - Silver | Digital, Viral: Art Direction

2015 New York Festivals - Bronze | Film Craft, Art Direction (Entry by Cirkus)

2015 The Webby Awards - Official Honouree | Film, Interactive: Online Commercials

2015 Singapore Effies - Bronze | Products and Services, Travel/Tourism/Destination