In a world of Instagram and social media-fueled holiday destinations, how do you influence and convince travelers to take a risk and travel to destinations unknown?
This was a challenge the AirBnB creative team set out to solve with a series of documentary style videos focusing on hosts in less-frequented locations. The plan was to use these initial films as a proof-of-concept for a larger-scoped project.
It might be expected that a company’s previous successes form the go-to source of content for future ad campaigns. AirBnb went against the grain on this one.
Taking us to three lesser-known but beautifully exotic locations while barely offering each city’s name raises more questions than answers. In other words, mission accomplished.
Werehaus’ ability to transport their equipment, talent and passion for creative content to the far-flung locations of Central Mexico, Guatemala and the Azores, lead to this project’s success.
To whisk the audience away on 30-second trips to destinations most haven’t been to required innovative production and editing.
A first-person-view slips the audience into the shoes of the traveler. They are the ones that see the locals, hear the foreign sounds, smell the market and end the night the way every night in a new city should be ended; on somebody’s roof with a cold beer in your hand and new friends by your side.
We hear from the hosts themselves and feel a personal, virtual invitation extended. AibBnb’s mission remains the same the world over; mi casa es su casa.
Not Yet Trending, a video-series promoting new and exciting travel destinations, soon became a cornerstone campaign for Airbnb.
Airbnb has seen a 240% YoY increase in searches and 206% YoY increase in with list inclusion for Puebla, Mexico since launching the “Not Yet Trending” video series in 2017, featuring Puebla as one of the first up-and-coming destination yet to be explored.
In these uncertain and strange times, whatever brought you here, we just wanted to let you know that we are OK. No need to sugarcoat the realities of the situation, but at the very least there's some solace in the fact that we are all facing them together. Transforming a small business bootstrapped a little over 10 years ago with very little personal capital and zero outside investment to being the employer of 7 full-time employees and providing significant income to a large group of independent contractors in the Bay Area and beyond, here we are.
Doing our best to weather the storm, although unprecedented in scale and impact, we remain optimistic about our ability to make it through. We feel genuinely privileged to be operating a business still able to keep its workforce employed and set up to adapt our offerings to a necessary virtual and socially distanced working environment. Here's a breakdown of the services we are currently able to provide;
We understand the economic challenges and uncertainties are placing many businesses large and small in a place where media strategies or future content creation is uncertain. However, if you have a need that you still want to discuss with us we are fully capable to discuss any future projects to help with cost assessment, strategy, and production planning.
Beyond that we are fully operational to provide any project related services in the following areas; overall creative direction, copywriting/scriptwriting, storyboarding for non live-action productions, voice over talent scouting/hiring, tele-recorded interview scheduling/recording, strategies for implementation of user generated content/footage, and sourcing of stock/found/archival footage.
For the time being all productions would need to shift to be focused on the following; illustration/vector asset creation for full 2d animation projects, usage of existing/stock/found/archival/user generated footage, or motion graphic elements alongside video footage.
We are capable of handling all our normal post production offerings which include the following; editing, 2d animation, motion graphics, VFX, color grading, audio mixing, custom sound design/scoring, and music track sourcing/licensing.
Thank you. Please take care of yourself and your community.