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.https://youtu.be/BBcKLDUw61w[gallery link="file" ids="111276,111277,111278,111279,111251"]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: https://youtu.be/htO9IvUHPuoCreditsClient: AirbnbHead of marketing APAC: Matthias SchueckingCreative: TBWA\SingaporeCreative director: Gary SteeleSenior copywriter: Elrid CarvalhoSenior art director: Uni LeeGroup account director: Mandy WongAccount director: Joyce WongAgency producer: Haydn Evans / Six ToesAirbnb producer: Allison GayProduction company: Photoplay Films / Six ToesDirector: Norman YeendLive action director: Scott Otto-AndersonExecutive producer: Oliver Lawrance & Haydn EvansProducer: Emma ThompsonDirector of photography: Jonathan RossiterProduction designer: Annie BeauchampModel makers: Simon Ingerson / YippeekiyayPost production: Cutting EdgePost producer: James RoseEditor: Simon NjooMedia agency: Starcom