Airbnb:
Icons
Airbnb’s 2024 Summer Release was like no other. Because on May 1 2024, Airbnb made imagination bookable by inviting guests to stay in spaces they’d only ever imagined.
A whole new way to Airbnb
We launched Icons as an entirely new category on Airbnb. Extraordinary pop-culture inspired spaces and experiences hosted by the biggest names in music, film, TV, art, sports, and more. Carl’s home from Up. The X-Mansion. A night at the Ferrari Museum. Places you’ve only dreamed of exploring. All available on Airbnb.
Guests could easily find and explore Icons right from the Airbnb homepage, diving into beautiful listing pages written in the voice of the host. On the listing page, they could apply to book, with lucky guests receiving a golden ticket—their all-access pass to the stay of their dreams.
‘Behind the scenes’ film
We crafted a ‘making of’ film to showcase as part of our launch event and on our release page, highlighting the craftsmanship and attention to detail that went into each of these builds and experiences.
Release Page
We announced Icons as part of Airbnb’s Summer Release. On the launch page, we celebrated this innovative new category as well as introducing several other features that would make every trip on Airbnb more incredible, from shared wishlists to delightful trip invitations.
Icons social teaser
The day before launch, we shared a teaser that hinted at what was to come.
Summer Release social reel
On launch day, we shared a sizzle reel showcasing all the incredible features we were launching as part of our Summer Release
CREDITS
Directors
Eric Schlakman
Kristen Spillman
Eric Grunbaum
Scott Trattner
Creative Directors
Sarah Litwin-Schmid
Elie Kahwagi
Mike Heller
Alex Spott
Copywriters
Caroline Pham
Tim Shin
Designers
Valerie Shagday
Alex Dougherty
Brandon Strouse
Verena Michelitsch
Jarrod Barretto
Awards
Clio Silver—Creative Effectiveness
ANA Reggie Awards Gold—New Product Launch