Airbnb Categories Japan
CompanyAirbnb
RoleCo Design Lead with Ali McNair
Creative DirectionScott Trattner, Eric Grunbaum, Rey Andrade , Go Sahara, Yo Umeda, Bridget Harris
Core TeamRey Andrade, Bridget Harris, Allison Banna, Go Sohara, Yo Umeda, Ali McNair, Michelle Priano, Cara Hickson, Amy Silverman, Michelle le, Luis Muñoz-Nájar, Anna Schneider, Lindsay McAleavy
Year
2024
Traveling abroad has become less common in Japan. Instead, young Japanese get their travel fix from discovering the ‘new in the familiar’ of their home country.
Launched in Tokyo, this outdoor campaign introduces culturally specific concepts to highlight Airbnb’s best local weekend trips within the country.
The visual language is an extension of the categories campaign that launched throughout the US and Europe.
I co-design directed the campaign and oversaw final production.
In the heart of Shibuya, where the volume of sound is high, this concept uses ‘decibels’ to highlight loud and soft home environments. Top: Eyeball Homes. Bottom: Spring, Summer, Autumn, WinterEyeball HomesSpring, Summer, Autumn, WinterMarine-based happiness. Mountain-based happiness.Japan Flag ColorsThe holiday diagonally up. The angled home images play off the headline. Flower, Crane, Wind, and Moon. By using Japanese idioms that celebrate the beauty of nature, we introduce the nature that can be enjoyed in the listing.Snacks: Rice cake, Rice ball, Rice cracker.On the grid. Off the grid.Time Travel.Flower, Crane, Wind, and Moon.Top: Person /Tree /Rest. Left: Water/White /Stay. Bottom: Science fiction, Mystery, Samurai Drama.Science fiction, Mystery, Samurai Drama.Weekend Farmer, Weeknd Fisher.