Trust a creative head to turn even the most mundane experience of traveling back and forth into an interesting adventure. Kevin Lynch, BBDO’s executive creative director for South China, has taken the AirBnb route to find a new place to stay for each of his frequent business trips to Hong Kong over the past year — spending more than 150 days in 53 different neighborhoods so far and documenting his experiences on Tumblr and Instagram.
The idea struck Lynch when he got promoted to his current position in September 2013 — forcing him to constantly shuttle between his family in Shanghai and his work in Hong Kong. With barely any time to make the move from Shanghai and a desire to discover Hong Kong firsthand, he decided to abandon hotel bookings and use AirBnb for a year instead — an experiment he calls “YearBnb.”
“When you use AirBnb, you’re not just staying somewhere, you’re living there and getting the local vibe — it is a much richer experience,” he said, adding that he saw himself as a “social Neanderthal” and that these experiences gave him something fun to talk about at social gatherings too.
Having slept on 53 different beds (or couches or hay bails) in the past 11 months, Lynch has seen the opulent and the squalid, the strange and the downright crazy. He’s dished out anywhere between $40- $250 a night and crashed in cowsheds, boats, teepees and even an art studio. “A few of these definitely had me questioning my sanity,” he said.
Like the tiny, bug-infested room in which his “hands could reach both sides of the room walls,” which were themselves covered with bloodstains. Or a room straight out of a James bond film — with a remote-controlled unfolding bed suspended in mid-air. “I voluntarily sign up to try out the shady places — the whole thing is an experience, you can’t always expect the best,” he said.
Now in the last leg of his yearlong experiment, Lynch has caught the attention of AirBnb itself — he was recently invited to speak to the AirBnb community in Hong Kong about his experiences. He also recently gave a Pecha Kucha presentation on his experience, a sort of TED talk for designers to showcase their work and projects in 20 slides for under 20 seconds each.
With barely a month to go until the end, he said that he intends to keep travels like this on his subsequent trips and does not plan on officially partnering with the brand. “If this were a campaign for AirBnb, I wouldn’t be able to be this honest,” he said.
Why HelloFresh struck an ad deal with StreamElements to reach the gaming community
StreamElements’ plug-and-play interface creates a lighter lift for brands looking to reach the gaming community, eschewing the protracted negotiations and production time that can come along with brand partnerships with prominent individual streamers.
What these latest consumer affinity trends tell us about marketing in 2023
Video views could guide marketers on where consumers will shop after watching content on social networks.
Sam’s Club wants to ‘broaden awareness’ in cinemas with a faux-movie trailer starring Kevin Hart
For the holiday season, Sam's Club has teamed up with Kevin Hart to help launch its ad featuring a movie trailer style and is hoping to connect with moviegoers by boosting brand awareness for the holiday season.
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
Dentsu’s new global gaming lead reflects on gaming strategy ‘void’ in advertising, media
Despite the rapid rise of gaming in recent years — or perhaps because of it — many brands and marketers are still confused about how to best reach the gaming community. Dentsu's new global gaming lead Brent Koning is equipped to navigate these uncertain waters.
‘Time to go on the offense’: In a choppy ad tech M&A market, strategic investors eye deals
For many strategic investors, it's a good moment to put their corporate development teams to work.