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Airbnb creates ‘a different Paris’ for the Asian market

Airbnb has teamed up with TBWA\Singapore for its latest campaign “A different Paris” to target the Asian markets.

The campaign leads with a 60 seconds film, which features a Chinese heroine reminiscing about the time she spent exploring Paris thanks to the recommendations from her Airbnb host. Her memories of the “real Paris” are brought to life in a stunning visual execution using a zoetrope, one of the oldest pre-film animation devices.

The film will be shown across premium video, mobile and social channels where Airbnb’s audience is most active.

The media plan will focus on creative and experimental placements and formats. Publishers across the region will include Tencent, YouTube, Naver and Yahoo!Japan as well as social media sites such as Facebook, Twitter, Instagram and WeChat.

Airbnb CMO, Jonathan Mildenhall, said “Traveling on Airbnb unlocks magical moments – our hosts and their homes create a sense of real belonging for travelers and this feeling is amplified when they discover the city through the eyes of their hosts. This film is showing, in true Airbnb fashion, how the ordinary world can become an altogether different, more magical world.”

The handmade 3D zoetrope goes from drawing board to finished structure within a period of three weeks and was furnished with an estimated 11,256 parts that include 1,476 figurines to create the illusion of seamless motion.

Watch the behind-the-scenes here:

 

Credits
Client: Airbnb
Head of marketing APAC: Matthias Schuecking
Creative: TBWA\Singapore

Creative director: Gary Steele
Senior copywriter: Elrid Carvalho
Senior art director: Uni Lee
Group account director: Mandy Wong
Account director: Joyce Wong
Agency producer: Haydn Evans / Six Toes
Airbnb producer: Allison Gay
Production company: Photoplay Films / Six Toes
Director: Norman Yeend
Live action director: Scott Otto-Anderson
Executive producer: Oliver Lawrance & Haydn Evans
Producer: Emma Thompson
Director of photography: Jonathan Rossiter
Production designer: Annie Beauchamp
Model makers: Simon Ingerson / Yippeekiyay
Post production: Cutting Edge
Post producer: James Rose
Editor: Simon Njoo
Media agency: Starcom

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