The Airbnb 2016 social Christmas Campaign aimed to make the customers discover new Christmas traditions from all over Europe. Using pictures of houses found on the Airbnb website as a starting point, I was asked to create a campaign based on the Airbnb style.
Role: Design & Illustration
The illustrations had to be composed with geometric, simplified shapes and vivid colours from the Airbnb colour palette to fit with the visual identity of the brand. The challenge was to not lose the characteristics and personality of each folklore.
The imagery I got given was not necessarily christmassy as all the visuals had to come from the Airbnb hosts. Also some of the folklores only happen at night so image retouching was an important part of the project.
In Iceland children are visited by 13 Yule Lads. Every night one Yule lad visits the house, leaving sweets and small gifts or rotten potatoes, depending on how that particular child has behaved. The Yule Lads are also known for stealing goods (sausage, spoons, bowls, pans...)
The social post used Facebook 360. The users could explore the scene by moving their phone or dragging around the image. The objects the Yule Lad had stolen appear quite small on the screen so the users spent more time observing the post and enjoy finding everything.
In Italian folklore, Befana is an old woman who visits all the children of Italy on the eve of the Feast of the Epiphany to fill their shoes with candy and presents if they are good, or a lump of coal/dark candy if they are bad.
The social post used Facebook 360. The users could explore the scene by moving their phone or dragging around the image to find the small befana in the horizon.
Every year, families in Alsace get together to bake bredeles, traditional Christmas cookies of which the recipes have been passed on from generation to generation. There are different variations, some have an anise flavour, some are basic butter cookies and others have a layer of jam.
The social post used Facebook 360. The users could explore the scene by moving their phone or dragging around the image, looking for the biscuits hidden everywhere on the image.
Hogmanay (Gaelic for New Year) is a huge festival in Scotland with parades and fireworks. Traditionally those who celebrate Hogmanay at home will have their friends over. There is a tradition of the ‘first footing’. This means that the first person who crosses your threshold will affect that house’s luck for the next year. Dark haired men holding coal (symbolising warmth) and sometimes food / whisky (means there will be food / whisky for the next year) are the ones bringing the most luck.
The social post used Facebook 360. The users could explore the scene by moving their phone or dragging around the image, observing who are the visitors to this Scottish country house.
Creatives: Eric Chia & Franz Dureigne
Producer: Charlene Lambert