Hollywood & Vines

Produced by

Mullen

Categories

Vine Travel IRL

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.

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.

Links

http://work.mullen.com/awards/general/2014/airbnb/social/

Entry Credits

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

See other entries from 6th Annual Shorty Industry Awards Best Brand on Vine