Airbnb gets in the spirit of awards season and invites you to escape into the magical world of cinema with the #LiveInTheMovies campaign brought to life by Los Angeles-based integrated creative studio Laundry.
To celebrate the Oscar broadcast, Airbnb created content directly related to the transformative power of different movie genres and brought it straight to the real-time conversation happening on Twitter and Facebook. The marketing initiative, created by Airbnb and TBWA/CHIAT/DAY, employed imaginative and cutting-edge use of social media to engage people directly, using Hollywood’s biggest night as a springboard for a clever campaign that puts users on the screen, so to speak.
Laundry was enlisted to handle production, design and illustration for the animated 35-second video, which pairs actual Airbnb rental listings with famous movie genres. With only a few days from the initial brief to final delivery, Laundry dove straight in, developing and refining a bold illustration style that would remain cohesive from scene to scene.
Led by Creative Directors PJ Richardson and Anthony Liu, the Laundry team crafted charming animation that lures the viewer to indulge in a flight of fancy as they picture themselves in the milieu of their favorite film genre. Flying through these illustrated moments, users travel from a post-apocalyptic desert wasteland to an ancient castle straight out of Transylvania to a picturesque cabin in the snowy woods.
Airbnb posted the video to its social channels on Friday ahead of the Oscars broadcast, opening up the #LiveInTheMovies conversation by asking fans: “What movie would you live in?” The account replied to many of the user’s wish-list selections – ranging from Amélie to Jurassic Park to Castaway – with curated Airbnb listings that fit the bill, giving movie fans the chance to vacation inside their favorite flicks.
Watch the video here.