Airbnb CEO Brian Chesky recently caught some flack after blaming TBWA for a maybe-poorly planned campaign* reminding San Francisco residents that his company already pays taxes, UGH.
But bygones being bygones, the agency continues to produce some large-scale work for the “sharing economy” client. Its new campaign starring President Obama’s favorite outdoorsman Bear Grylls and Disney’s upcoming live-action Jungle Book is definitely unlike last year’s “Is Man…Kind?” diaper anthem.
The first spot is pretty much just Grylls falling off a helicopter and onto his own private island.
The island life is real. If you don’t mind going prehistoric in The Netherlands, you might occupy one for as little as $62 per night. It’s a lot more affordable than Beyonce’s $10,000/night “Contemporary Masterpiece” in Los Altos.
The real centerpiece of the campaign, though, is this one tied to Disney’s next big-budget skin-and-CGI flick. It’s almost a trailer for the movie, which might actually be decent since Jon Favreau is directing??
There are plenty of treehouses on Airbnb too…though this one in a Spanish “natural park” would probably never fly in the U.S.
So you can rent out a tree dwelling in your backyard but not an igloo in the same backyard, local building codes be damned.
*We blame the client, because really?
Client: Airbnb
Chief Marketing Officer: Jonathan Mildenhall
Global Marketing Director: Brian Irving
Head Of Advertising: Peter Giorgi
Global Marketing Communications Manager: Marion Link
Global Head Of Production: Rachel Holbrook
Agency Production Lead: Holly Butler
Media Manager: Rachael Haley
Social Media Manager: Jasmine Atherton
Agency: TBWA\Chiat\Day
Chief Creative Officer: Stephen Butler
Executive Creative Director: Brent Anderson
Creative Director: Kevin Butler
Sr Art Director: Jason Nitti
Sr Art Director: Pierce Thiot
Sr Art Director: Uni Lee
Sr Copy Writer: Kathleen Swanson
Sr Copy Writer: Elrid Carvalho
Jr Art Director: Rafael Goncalves
Jr Copywriter: Sarah Johnston
Director Of Production: Brian O’Rourke
Executive Producer: Annie Uzdavinis
Executive Digital Producer: Kat Urban
Sr Digital Producer: Monica Miranda
Digital Producer: Keeley Tarter
Producer: Cristina Martinez
International President: James Vincent
Managing Director: Kelly Lee
Brand Director: Jenn Wong
Brand Director: Landon Nguyen
Brand Manager: Teddy Notari
Brand Manager: Matt Theisen
Associate Brand Manager: Morrison Conway
Associate Brand Manager: Kelli McDonald
Group Planning Director: Neil Barrie
Planning Director: Kyle Luhr
Planning Director: Jennifer Costello
Junior Planner: Farid Mozafari
Director Of Business Affairs: Linda Daubson
Senior Business Affairs: Maryam Ohebsion
Traffic: Jarim Lynn
Production: Pulse
Executive Producer: Kira Carstensen
Production Coordinator: Rose Krane
Editorial: Venice Beach Editorial
Editor: Don Andrews
Assistant Editor: Charis Tobias
Executive Producer: Cristy Torres
Editor: Dave Garcia
Graphics: Chris Czeck
Graphics: Solomon Petchenik
Postproducer: Elisabeth Fried
Production Coordinator: Adrian Womack
Telecine/Film Transfer: The Mill
Colorist: Adam Scott
Sound Studio: Lime
Sound Engineer: Loren Silber, Joel Waters, Matt Miller
Audio Mix: Play
On-Line Editorial: Jamm Visual
Executive Producer: Asher Edwards
Producer: Ashley Greyson
VFX: Jake Montgomery