Airbnb: Live There

Starcom Worldwide / Airbnb


As a challenger brand, Airbnb set out to disrupt the status quo as part of the ‘Live There’ campaign in 2016. The ‘Live there’ message hinges upon the contrast between the mundane of mass tourism vs. the magic of living like a local.

Therefore, the opportunity to show each side of the narrative on a single cinema screen was ideal. 37 degrees utilised first-of-its-kind cinema technology to showcase the comparison with bifocal smart glasses enabling users to self-edit the creative by moving their head up and down.


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