Airbnb联合创始人Brian Chesky向创意人士征集独特的创意点子：即把一个标志性的空间改造成可以住一晚的房间，或者是把一间房间改造成一个标志性的空间。
Airbnb co-founder Brian Chesky has invited pitches for a unique creative brief: to transform an iconic space into a room for the night, or a room into an iconic space.
戛纳国际创意节直销类金奖得主 – 李奥贝纳芝加哥为芝加哥艺术博物馆打造的梵高“卧室”展｜Van Gogh Bedroom by Leo Burnett Chicago for The Art Institute Of Chicago. The campaign won a Gold Cannes Lions in Promo & Activation
在戛纳国际创意节上，Chesky向全球创意人士发出邀请，参与Airbnb“Night At奇屋一夜”征集活动。这个想法要追溯到直销类金奖得主芝加哥艺术博物馆所打造的梵高“卧室”展，李奥贝纳芝加哥将梵高的知名画作“卧室”还原重现，将这间房间在Airbnb上注册，让人们住上一晚。
Speaking at Cannes Lions, Chesky invited creative professionals worldwide to participate in the company’s Night At campaign. The call comes off the back off the Gold Lion-winning ‘Van Gogh bnb’ campaign for the Art Institute Of Chicago, in which Leo Burnett Chicago recreated Van Gogh’s bedroom based on his famous painting, and offered it up as a real room for rent on Airbnb.com.
Gordan Montgomery，芝加哥美术馆市场公关部副总裁，以及Mikal Pittman，李奥贝纳芝加哥资深副总裁兼创意总监，在芝加哥Airbnb梵高的卧室中｜Gordon Montgomery, VP-marketing and public affairs, Art Institute of Chicago, and Mikal Pittman, senior VP and creative director, Leo Burnett, in the Van Gogh Airbnb bedroom in Chicago
此前，巴黎水族馆的鲨鱼缸，还有纽约曼哈顿的忍者神龟:变种时代的藏身之处都曾上演了“Night At奇屋一夜”活动。
Chesky说，“我们要把Airbnb打造成一个平台，让任何一个有创意的人都可以随心所欲展现自己的想法。”
Other rooms created with the campaign so far have included a bed in a shark tank at the Paris Aquarium and a Teenage Mutant Ninja Turtle Lair in Manhattan, New York.
“We’re turning [Airbnb] into a platform”, says Chesky. “We would love to open it up to any creative person who wants to take it in whichever direction they want to go.”
Airbnb“Night At奇屋一夜”｜Airbnb’s Nighat at campaign
- 欲详细了解“Night At奇屋一夜”活动，请点击nightat.withairbnb.com
- More about Airbnb’s ‘Night At’ campaign at nightat.withairbnb.com
“项目启动了，没人关注你，那就再来一次”｜“If you launch and no-one notices, just launch again”
现如今，Airbnb的估值是250亿美元。就在Chesky在戛纳国际创意节演讲的当天，全球就有130万人住在通过Airbnb租的房子里，其中仅在戛纳就有5000多个人。
Today, Airbnb is worth an estimated $25bn US. On the day of Chesky’s Cannes Lions talk, approximately 1.3m people worldwide spent the night in a room rented through the platform, including more than 5000 in Cannes alone.
Airbnb巴黎水族馆水下卧室｜Aquarium de Paris hosts the first ever underwater bedroom on Airbnb
而Airbnb的成功并非一帆风顺。2008年Chesky搬到旧金山时，他很快发现那里的房租太贵了，所以他和室友决定在国际设计大会期间，为三个客人在他们的房子里提供气垫床，以此来赚点外快。Chesky和另外两个室友觉得他们发现了一个金点子，所以就建起了网站，邀请全球各地的人们在自己的空余房间内提供气垫床，租给别人。网站是建起来了，但是根本没有人登录。实际上，接下来的两年时间里，这个项目启动了四次最终才有所起色。Chesky也开玩笑说，“项目启动了，没人关注你，那就再启动一次”。
The path to success wasn’t smooth. When Chesky moved to San Francisco in 2008, he immediately found rent unaffordable, so he and his housemates decided to make some money by accommodating three guests on airbeds during the International Design Conference. Believing they had struck on a golden idea, the trio built a website inviting people worldwide to offer up airbeds in their spare rooms. The site launched, but no one used it. In fact, over the course of the next two years the team launched Airbnb four times. “If you launch and no-one notices, just launch again”, jokes Chesky.
Brain Chesky，Airbnb联合创始人与CEO｜Brain Chesky, CEO and CO-founder of Airbnb
经济危机，信用卡透支，Chesky觉得自己当时已经“跌入谷底”。他决定在民主党政党大会期间卖麦片，当时，他一边折叠粘贴着几千个麦片盒，一边在想，马克扎克伯格是否也曾经像他一样，人生如此低沉。但是从2010年起，情况渐渐好转，逐渐有了投资，概念渐渐崭露头角，Airbnb也成为了“史上成功案例中最糟糕的想法”。
With an economy in crisis and stacks of maxed out credit cards, Chesky recalls what he describes as his ‘rock bottom moment’ when, after deciding to sell cereal at the Democratic Convention, he found himself folding and gluing thousands of flat-packed cereal boxes, wondering if Mark Zuckerberg had ever sunk so low. Things improved from 2010, when gradual investment and creeping uptake of the concept allowed Airbnb to become ‘the worst idea that ever worked’.
“旅游”，对于游客来说他们永远是外乡人｜‘Tourism’ is things people do…that locals would never do
Airbnb之所以受到大众喜爱，是因为它提供了住酒店之外的另一种可能性 – 便宜又有人情味的选择。其独特之处并不是在住宿方面的改变，而是建立起了人与人之间的联系。住在别人家里的想法其实也并不是Airbnb发明的，它只不过是挖掘了“分享型经济”，挖掘了人与人之间潜在的信任。“我们相信人性本善”，Chesky解释说。
Airbnb’s popularity has come from offering a cheaper and, crucially, more personal alternative to hotels. Its core invention isn’t the spaces it lists, but rather in building relationships between people. Airbnb didn’t invent the idea staying in other people’s homes, it simply tapped into the ‘sharing economy’ and people’s latent trust. “We believe that people are fundamentally good”, explains the co-founder.
Airbnb早期广告“人性本善?”｜[An early Airbnb commercials, ‘Is Mankind?’]
给每位用户赋予身份非常重要，“如果你问别人，你愿不愿意让陌生人住在你家里，他们并不愿意”，Chesky说，“但是如果你对他们说，有这么一个人，他的故事是这样的，立马就消除了陌生感。”
It was vital that every user was given an identity, “If you ask someone if they’d like to host a stranger, they would say no”, says Chesky, “But if you ask them if they want to host this person, this is their story, suddenly you remove the stranger from the equation.”
Airbnb “Live There”平面广告｜Airbnb’s Live There campaign
全球范围内，每年人们花在旅行上的消费是2-4万亿美元，而旅游业正是面临着最严峻挑战的行业之一。人们一般做出旅游消费决定时，所知道的信息往往很少。Chesky说，“旅游，是人们来到另一个城市，但却无法体验到当地人的生活。我们相信，不论你去世界上任何一个角落，都不应该是局外人，而是要有一种融入到当地生活的感觉”。
People spend between $2 and $4 trillion on travel worldwide every year, yet tourism is one of the industries facing the most challenges. People enter into travel purchase decision with often very little information. “Tourism” says Chesky, “is things people do when they travel to a city that locals would never do. We believe that wherever you go around the world, you shouldn’t be an outsider, you should be made to feel like you belong in a community”.
Airbnb最近一支广告“Don’t Go There, Live There”｜Airbnb’s most recent campaign ‘Don’t Go There, Live There’
Airbnb也在致力于打造沉浸式的旅行体验，今年，奥美中国为安可达打造了“陆潜者”广告，展现出中国对独立旅行体验越来越浓烈的向往。Chesky的想法和一些中国的app不谋而合，这些app平台上一些大咖（“关键意见领袖”）会就一些冒险的DIY旅行做一些推荐，“现在的年轻人不会一味的炫耀自己有什么东西，而是要展示他们有哪些经历。现在我们离体验式经济越来越近。人们追求的是在一起的记忆和时刻。”
The company’s vision for more immersive travel ties in with a growing desire in China for independent, non-packaged trips, a theme explored by Ogilvy China’s Land Diving film for Agoda earlier this year. Chesky’s comments also echo the thinking of a number of Chinese apps that provide a platform for KoL recommendations for adventurous DIY trips, “Young people now are not so much showing off about what they own, but rather the experience they are having. We are increasingly living in an experienced based economy. It’s really about the memories and moments that people want to have together.”
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