Turning a border into a place of unity.

A Creativity ‘Editor’s Pick’

We were asked to develop Airbnb Night@ program in Mainland China.
They were interested in choosing a location that would reflect their core value: “Belong Anywhere”.
So in divisive times, we took one of the most iconic “wall” in the world and turned it into the most welcoming place…a home.

The biggest Airbnb campaign in China.

The project almost took an entire year. While making ad campaigns with the Great Wall of China is actually common (like driving a car on the Great Wall or bring a thousand storm troopers to promote the latest Star Wars), we still had to negotiate with many different local government entities.
After multiple failures, the project was finally green-lighted and we worked with historians and preservationists groups in Beijing to bring this once-in-a-lifetime experience to the world.

+125% Listings in China | 3.3M Guest arrivals in Airbnb listings in mainland China

Award

Cannes Lions Shortlist: Brand Experience & Activation (Brand-owned Experiences) -

Cannes Lions Shortlist: Brand Experience & Activation (Single-market Campaign)