Airbnb was challenged with bringing to life a true awe-inspiring story in order to earn a disproportionate share of the cultural conversation during the 25th Berlin Wall Anniversary in November 2014. The objective of bringing this story to life was to catalyze a global conversation around the Airbnb mission of belonging. This integrated campaign launched on the Anniversary of the fall of the Berlin Wall, bringing the mission to forefront of culture. The story came to life through many mediums including social, PR, experiential film and digital content. Within one month the animated film had over 8MM views across social and digital with 130 press hits in 15 countries.

The Wall and Chain film was one piece of a larger integrated campaign. In tandem, an economic impact study on Berlin was done to showcase the city’s neighborhoods. On social media, a series of integrated content pieces were leveraged to drive awareness of the campaign and engagement with the videos. 3 Additional behind the scenes videos were created to showcase the real family behind the animated film and how the story came to life. Lastly, on November 8th, 2014 we held a Berlin unification party, a celebration of belonging and the launch of the “Wall and Chain” film. This was an authentic and local experience that paid homage to the roots of Berlin history and culture through the feature of a Berlin Wall build out.

1) Animated Film - showcased the magical side to the story and bring it to life.

2) Economic Impact Study on Berlin - showcased the city’s neighborhoods, how Airbnb travelers support the local economy across Berlin and how they’ve made a difference to the city as a whole.

3) Social Media and 10 long-form articles - drive awareness of the campaign, engagement and of the historical moment in time

5) Behind-the-Scenes Videos (3): created to showcase the real family behind the animated film, how the story came to life with the Airbnb team, and a true recount from Kai the German border wall guard.

6) Unification Party - two immersive experiences of East and West Berlin that was united at midnight with the screening of the film, when hosts, travelers and key influencers were invited tear down the wall.

Within one month the animated film had over 8MM views across social and digital with 130 press hits in 15 countries.

As result the campaign owned 2.2% share of conversation around the fall of the wall and an overall 99% positive tone.