Airbnb has created a short animation to mark the 25th anniversary of the fall of the Berlin Wall.
The moving film is based on a true story of two former border guards from the east and west sides of the wall who met through a chance encounter through the online vacation-rentals company in 2012.
The meeting was life changing for "Joerg," who had never fully overcome his experience guarding the west side of the border. Meeting "Kai," who had guarded the east side, and hearing that they had the same experiences, helped him to break down the mental barriers he still had toward Germany.
The campaign will air on TV nationwide this weekend and aims to leverage Airbnb’s greatest asset, its community.
A microsite, www.belonganywhere.com/berlin, will also offer content about year-long celebrations over the fall of the wall and supply more information about the guards' stories.
VCCP Berlin developed the campaign, with Sebastian Oehme, Marc Garreta, Christophe Ducros, Lisa Krack in charge of creation. Wiebke Dreyer, Ann-Kristin Sterba handled the planning at VCCP Berlin. The film was animated by Psyop in New York, and media buying was conducted by Starcom.
"Great content and storytelling is so important now for any brand," said Jonathan Mildenhall, chief marketing officer at Airbnb. "As a community-driven company, we don’t want to just talk about our product, but instead put our community front and center of any campaign.
"Stories like that of Joerg and Kai," Mildenhall said, "bring our mission of belonging to life and capture the spirit of Airbnb in a totally unique and authentic way."