Airbnb Japan OOH
Airbnb has often been perceived in Japan as minpaku (民泊), a stay shared with a host. Our goal was to broaden that perception and educate travelers that Airbnb also offers private accommodations. To build local trust, we launched an OOH campaign promoting domestic travel and celebrating the breadth of inventory across the country. The headlines centered Japanese culture, rather than pushing the brand. The campaign tagline, "All accommodations, all flavors of Japan," grounded each execution in a clear local context.
CD: Bridget Harris, Eric Grunbaum, Go Sahara, Scott Trattner, Rey Andrade, Yo Umeda
Photo: Amy Silverman, Anna Schneider, Lindsay McAleavy, Luis Muñoz-Nájar, Michelle Le
Design: Ali McNair, Evan Nagan
Production: Allison Banna, Amy Friedman, Cara Hickson, Michelle Priano
In crowded Shibuya, this concept uses decibels to highlight the perks of being near the fireworks show (118 dB), or a silent environment (12 dB).
Onigiri. Rice ball. Rice cracker.
'Flower, Crane, Wind, and Moon', a well-known JP symbolic phrase that represents experiencing nature, the changing seasons, and discovering oneself through that experience.
Weekend Farmer, Weekend Fisher
The holiday going diagonally up, playing off of the design of the home
Colors of the JP flag
Play on kanji character combinations. Left: 'Water + White = Stay', Right: 'Person + Tree = Rest'
Sci-Fi. Mystery. Samurai Drama
Onigiri. Rice ball. Rice cracker.
Surf and Turf
Flower, Crane, Wind, and Moon
Well-known phrase from a popular book in Japan around the four seasons and times of day. (Spring, Summer, Autumn, Winter)
