Airbnb Categories
RoleDesign Lead
Creative DirectionScott Trattner, Eric Grunbaum, Bekah Sirrine, Claire Whigham, Bridget Harris, Nancy King
Core TeamElly Holdeman, Nick Gelbard, Elizabeth Bassett, Michael Kremer, Paul Wysocan, Benjamin Hinamanu, Ed Vince, Ali McNair, Patric Franz, Chris Thomas, Anna Salazar, Neil Harris, Jan Roeykens, Whitney Mcgraw, Elyse Johnson, Amy Silverman, Helynn Ospina, Ryan Devisser, Jennifer O’Keefe, Mandi Holdorf, Jacqueline Kynoch, Marissa Serritella, Billie Racine, Christa Tilley, Jessica Lo, Mina Pekovic, and many many more.
Year2022-2024
They categorized their vast inventory of 5 million homes into 55 distinct groups, celebrating the creativity and joy inherent in Airbnb stays.
It allowed Airbnb to authentically introduce its brand to a broader audience while maintaining its core identity.
The direction of the campaign introduces a playful tone of voice through the use of puns paired with a reductive application of the new product experience—using a simple image with its corresponding category.
The campaign ran in New York, Los Angeles, Chicago, San Francisco, Atlanta, London, Paris, Marseille, Berlin, Hamburg, Milan, Rome, Madrid, Barcelona, Sydney and Melbourne.