Airbnb Animal Experiences

Project
Integrated global campaign

Role
Senior copywriter

Work
Airbnb Experiences are unique activities led by locals. The company introduced Animal Experiences as a new, ethical way to spend time with creatures all over the world. This offering redefined the animal travel industry by creating guidelines with World Animal Protection and PETA for responsible ways to meet, play, and learn with animals and the people who care for them. 

Airbnb Creative built an integrated marketing campaign to drive awareness of these experiences and the company’s commitment to animal welfare. We developed the creative strategy, brand identity, social media content, and app components for a global launch. I was responsible for sourcing and developing stories for film, directing two shoots in Iceland and Scotland, and writing for product and social media assets. 

For social activations, we created a series of stories for Instagram feed posts and stories, and we built a library of 100+ animal gifs from our own own film footage to use on Twitter.