AirBnB Business

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


We created a mock protest schedule.

We created a mock protest schedule.


Highlights from protest


Protest Signs provided by management


HR Approved Chants

This one doesn't exactly rhyme, but it gets our point across.

This one doesn't exactly rhyme, but it gets our point across.


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.

Copywriter: Tim Shumar

Art Director: Frank Garguilo

Brand Strategist: Lindsay Wade