Airbnb | Until We All Belong
AirBNB is one of the most known collaborative consumption American platforms in the world. It provides an online global marketplace and a hospitality service for the public who is interested in renting an accommodation for a certain period of time. The company lists more than 4 million lodging in 191 countries, specifically in 65,000 cities, so it does not come as a surprise that Airbnb, besides exchanging services, is a strong example of a corporation that contributes to the society.
Being community driven, the company showed its social concern by launching a new campaign in April of 2017, named “Until We All Belong” created by Clemenger BBDO Melbourne. The hospitality brand focused on the ongoing lack of marriage equality in Australia and decided to protest against it by creating a powerful spot.
The Campaign
Airbnb created a genius yet symbolic product, the acceptance ring. Exchanging wedding rings is a tradition that has always been linked with declaring eternal love since it is has no beginning and no end. The acceptance ring, that Airbnb introduced, is a way to proclaim your approval and the belief in the existence of everlasting love towards your partner. However, this ring is not just like any other ring that you would find on the market — it has a small gap, which assimilates the gap on equality, the disconnection of the LGBTQI+ community from the society.
Even though work has been done towards closing that gap, it still exists. In the beginning of the spot we see a few ordinary people wearing the ring and talking about how it has affected their lives in one way or another. Most people starring on the ad, are not the ones that are not being accepted, they are everyday people who believe in acceptance and love no matter the sexuality that you identify as. At the end, each and everyone states that they will wear this ring until their siblings, children, friends, parents can belong. Until we all belong and matter the same.
Later on, Airbnb decided to make more spots, about one minute long, so different people can narrate their stories and feelings with fuller details.
Michelle, a straight Christian mum is hurt to know that her children don’t have equal rights, since one of them who also participates in the commercial, is gay. As she says “it’s not a Christian –or any other religion issue-, it’s a human’s rights issue”.
Sally thinks it’s upsetting that one relationship can be taken as more valid than another. Many of her friends have the options — never marry, be married or be divorced. Her brother has been with his partner since they were 19 years old until today, 45 years, but he is being denied to have these options due to societal issues.
Taniesha, a member of the LGBTQI+ community finds the inequality dehumanizing. She feels neglected since it’s not only about becoming legal, it’s all about expressing how you feel about someone and being able to walk on the streets or walk down the aisle.
Geoff was raised as a homophobic person. He grew up considering they are bad, weak but thinking about it after his son came out “it came down to unfounded fear, ignorance and prejudice” like he states, and he felt ashamed. When he was a soldier he fought for freedom but his son is denied that freedom. Difference is not weakness. You and everyone who loves you, should be proud of what you are and speak up if they have to.
Two thirds of the Australian nation (about 75%) as well as many politicians are in favour of the adjustment. In fact, acceptance might not affect the lives of the vast majority, but it will make a thoughtful, profound difference for some.
With the help of some big Australian brands including Qantas airline, Google, ANZ banking and eBay, the company tried to raise awareness on marriage inequality and promote the societal issue in order to be included on the political agenda. Brien Chesky, CEO and Head of community states “Openness and belonging are at the heart of Airbnb — it’s at the core of what we do every day. We are committed to helping people belong no matter where they are in the world and strongly believe that everyone should have the right to marry the person they love”.
Clemenger BBDO have had a special year at Cannes International Festival taking out the coveted Agency of the Year award in combination with winning a total of 56 Lions across a number of different categories. In addition, Clemenger picked up a silver lion in the Media category and a bronze lion in Design category for the campaign.
Airbnb invites everyone to participate and declare their support for a change to be made: https://untilweallbelong.com/
Our team (Market Rangers): Laoura Apostolou, Dimitra Giannakopoulou, Marilyn Koutonias, Christina Panagakou, Eleni Protopapa, miketrigkas, Marios Joseph
⇋ Special thanks to Mrs. Betty Tsakarestou & Lina Kiriakou⇌
