The Brief

Redefine hospitality. Airbnb isn’t just participating in the shared economy — it helped invent it, powered by a global community of hosts and guests. Let’s harness that community to co-create our marketing, proving that trust isn’t a message — it’s the product.

The Solve

Airbnb is a pioneer in social innovation, reimagining how people travel, explore, and share by connecting online.

Hollywood & Vines was a first-of-its-kind short film — directed in real time via Twitter and shot entirely on Vine. Airbnb is never mentioned, yet the film captures the values at the heart of the brand.

We began with a simple storyline: the transformative journey of a single piece of paper — choosing adventure, traveling the world, and returning home to inspire others to do the same.

Over five days, submissions poured in from across the globe — from Kansas to Kuwait and everywhere in between. More than 100 crowd-sourced videos came together to form a film that embodied Airbnb’s mission: celebrating travel, adventure, and the universal desire to find your place in the world.

The film premiered on The Sundance Channel where all contributors were credited at the end of the film.