AirBnB Accept campaign challenges intolerance
AirBnB’s 2017 Super Bowl commercial, “We Accept”, is a continuation of a larger advertising campaign promoting the accommodation brand’s commitment to non-discrimination. The campaign, launched in November 2016, began with a commercial featuring the faces (and eyes) of AirBnB employees. The footage was recut for a 30 second Super Bowl commercial in the week leading up to the big game, coinciding with President Trump’s executive order restricting immigration to the USA. Viewers are invited to explore the significance of opening their heart and home to a stranger who looks different than you, thinks differently, has a completely foreign lifestyle, or a birthplace from another part of the globe. Airbnb is asking everyone on their platform to accept a community commitment to inclusivity. Each host and guest is asked to agree to the Airbnb Community Commitment, which says, “I agree to treat everyone in the Airbnb community — regardless of their race, religion, national origin, ethnicity, disability, sex, gender identity, sexual orientation, or age — with respect, and without judgment or bias.”
The AirBnB Accept campaign online at airbnb.com.au/weaccept includes the company’s commitment to providing short-term housing for people in need, particularly refugees, disaster survivors, and relief workers. Airbnb will contribute $4 million over the course of four years to the International Rescue Committee to support the most critical needs of displaced populations globally.
AirBnB Accept campaign was developed in-house at Airbnb by creative director Paul Stechschulte, creative lead Roger Hoard, lead designer Andrea Nguyen, social media manager Caitlin Choate, photographer David Elliott, assistant photographer Ryan Kim, lead producer Anastassia Babanskaia, animator Catalina Matamoros, global marketing manager Franchesca Allen, managing director James Goode, animator Jarratt Moody, AirBnB founders Brian Chesky, Joe Gebbia and Nathan Blecharczyk, and CMO Jonathan Mildenhall.