#birdbnb

A group of artists, model makers and miniature experts worked to create "Birdbnb", a series of 50 exact replicas of tiny houses listed for rent on Airbnb.com. Each of them are fully functional birdhouses, an homage to the most frequent fliers of them all; migratory birds.

AirBnB's "Home To You" offers travelers homes in other cities / countries that is exclusively customized to the customer's requirements. In short, "making you feel like home" or "home away from home" or such cliches. So, how do you put across this message effectively without making them feel like it's a communication from their college's alumni committee?

Demonstration / Activity / Activation / Call it what you like certainly presents wider opportunities to symbolize the message beyond cliches. But finding the right metaphor / activity without moving too far away from the value offering and aesthetics of the player / category is the tricky part. 

To communicate this message of offering exclusive, individual home-like homes, AirBnB chose the best metaphor possible - Birds. Birds travel the most. Frequent Fliers. Globe Trotters. Very particular about their surroundings. About their homes. Make all the efforts possible in making their home just as they want them to be.

Airline brands have done it. So many times. How could a brand offering personalized accommodation utilize this metaphor?

AirBnB picked birdhouses to convey their message. The brand invited various artists to design birdhouses inspired by their offered homes. These birdhouse replicas were then placed across trees in a New Orleans sanctuary at an event where the hosts (both brand and the invited artists) celebrated what the brand has to offer - understanding and warmth in form of hospitality.

The campaign also includes an exclusive "Home To You" microsite BirbBnB.com. The campaign film also encapsulates the philosophy beautifully, utilizing the line "Every traveler deserves a home". can also be accessed here.