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Special Project

Special Project
From the 9th Annual Shorty Awards

Airbnb’s National Park Backyards

Finalist in North America

Gold Honor in Facebook Live


It was the 100th Anniversary of North America's National Parks and with so many homes in and around them, Airbnb wanted to join in the celebrations. But, with so much noise on the internet to distract people, how loud would we have to be to break through? Actually, not loud at all. Turns out the most disruptive idea, was actually the quietest. A Facebook Live stream from Airbnb's beautiful backyards: National Parks.

Strategy and Execution

We rose to the technical challenges of Internet connections and tech installations in remote locations. Our goal? to take stunning views from our beautiful National Park backyards to overstimulated people. In promoted posts on Facebook, we targeted people who really needed a break from the social noise, and gave them some peace and tranquility in their social feeds. From a sunrise in an afternoon in Joshua Tree... To a calming sunset in Acadia. And with no actors, retouching, editing or special effects, we really got people talking. In the end, through Airbnb, we let nature do the talking.


Just two weeks after Facebook Live launched, we earned over 2.5m total impressions in just 12 hrs. And turned some of the most peaceful views in America into the most peaceful news feeds. On our social channels, we switched the conversation from customer service requests, to an unprecedented +98% sentiment and inspired over 260,000 people to consider a vacation with Airbnb at one of our National Parks homes


Video for Airbnb’s National Park Backyards

Entrant Company / Organization Name

Airbnb and TBWA\Chiat\Day

Entry Credits