Student Campaign, Experiential, Social, Video
AirBnB visited the VCU Brandcenter and asked for help creating awareness for their business rentals. The rentals are full of local charm and homely amenities — things you wouldn’t expect to find while staying in a hotel room for work.
We decided to create awareness by creating an antagonist, middle management-types who feel threatened by the excitement of AirBnB.
Then we created a mock protest for our characters to be heard, and gave them a social media presence.
Protest Kickoff Video
Highlights from protest
Protest Signs provided by management
HR Approved Chants
Taking the fight online
And we gave the protest a social presence. AirBnB can respond to the movement, and steer the conversation.
AirBnB will respond to the movement on social media, and we’ll create a back and forth conversation we can control.