6th Annual Shorty Industry Awards Finalist

Hollywood & Vines

Produced by:

Mullen

Date submitted:

Feb. 6, 2014

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Team members: Mark Wenneker - Chief Creative Officer, Stephen Goldblatt - Chief Digital Officer, Jon Ruby - Creative Director, Jamie Rome, EB Davis - Copywriter, Ryan Montgomery, Brooke Doner - Art Director, Jaime Klein - Animator, Liz Shook - Integrated Producer, Charley Perkins - Digital Producer, Hoon Oh - Experience Designer, Liza Near - Ex Dir Integrated Production, Dustin Johnson - Dir Integration, Christian Madden - Dir Creative Technology, Zach Rubin - Account Director, Steve Raggiani - Account Supervisor

About this entry

“Hollywood & Vines” was a first-of-its-kind, socially-sourced, short film directed via Twitter and shot entirely by Airbnb’s fans on Vine. Our film director tweeted shot descriptions to the travel site’s Twitter followers who executed six-second clips and uploaded them with the hashtag: #AirbnbHV. The final film was a story of travel, adventure, and finding your place in the world. Exactly what Airbnb stands for.

The case for why this entry should win a Shorty

Airbnb’s social network is the driving force behind their brand, connecting users to new people, new locations and new perspectives. So it was only natural that we tap directly into their active global community to create marketing that worked toward the same goal.
The result was “Hollywood & Vines,” a first-of-its-kind short film directed via Twitter and shot entirely by our fans on Vine. Over four days, we tweeted shot descriptions to our Twitter followers who filmed six-second clips and uploaded them with the hashtag #AirbnbHV and the shot number, so that we could easily aggregate the submitted clips.
In making the film, we embraced the inclusiveness of Twitter and Vine to make our campaign entirely accessible to anyone in the world with a mobile phone and a social presence. In the end, 750 videos from nine countries were submitted and 100 were selected to create the final film: a story of travel, adventure and finding your place in the world. Exactly what Airbnb stands for.

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