Airbnb

146m
VIEWS

21M
LIKES

1.2M
shares

No Capes. Just Virality.

THE BACKSTORY: From the Place You Stay to the Reason You Go

Airbnb changed the game. Where hotels were rigid and expensive, Airbnb offered flexibility, affordability, and a more personal way to travel. It democratised the holiday, putting unique and accessible stays within reach of anyone, anywhere.

Having rewritten the rules of practical travel, Airbnb was now ready for its sequel. Not just the smart choice. The unforgettable one.

The Disney-Pixar-themed properties in LA were the opening scene of that next chapter - properties so extraordinary that families won’t use Airbnb just to book accommodation, but to build vacations around its properties.

For the first time, Airbnb wasn't just where you stayed. It was the destination itself.

THE HERO: Airbnb and its Disney-Pixar Properties

Airbnb had the vision to see what others didn't. That a Disney-Pixar themed properties in LA weren’t just a novelty listing, it was a cultural moment waiting to happen.

A bold bet that families didn't just want somewhere convenient to stay, they wanted somewhere extraordinary to go. By launching these experiences and backing them with the right story, Airbnb wasn't just expanding its offering. It was staking its claim as the home of unforgettable family experiences.

Two smartphones are displayed in front of a modern interior with large windows, a red carpet, and contemporary decor. The phone on the left shows a listing for a mansion in West Hollywood, including details and a reserve button. The phone on the right shows a TikTok video of a woman dressed as Edna Mode from The Incredibles, kneeling by a door, with furniture visible in the background.

THE VILLAIN:
Families Weren’t Thinking Airbnb

When it came to planning a family holiday, Airbnb simply wasn't in the conversation. Families had their trusted go-tos - the package deals, the all-inclusives, the hotel chains that promised a safe and predictable experience.

Airbnb was associated with city breaks and couples' getaways. Not school holidays. Not kids. Not the kind of magical, shared experience that families dream about and save up for.

The perception gap wasn't about awareness, families knew Airbnb, just not as a holiday destination.

A storefront window display featuring a mannequin dressed in a red and black outfit, illuminated with colorful lighting. Text overlaid on the window reads, 'Leveraging Digitally-Native Families.'

THE AUDIENCE:
Families Who Live for the Moment

Digitally native, entertainment-led families. Millennial and Gen Z parents who are Disney and Pixar fans first, and social-first consumers who don't just book holidays, they share them, remix them, and engage with them culturally online.

This was an audience that lives on short-form video, takes recommendations from creators over traditional advertising, and expects brands to show up with personality, not just promotion. The kind of families for whom a holiday isn't just a break; it's a story worth telling.

The stage was set. It just needed the right script.

A woman with black hair and glasses wearing a black leather jacket appears in three different scenes: in the first scene, she is sitting at a desk with a blue superhero poster behind her; in the second, she is kneeling on the floor holding a red device and looking up; in the third, she is sitting on a chair with figurines and mannequins in the background, holding a spherical object.

THE SCRIPT:
A viral creator as your host

Every iconic home needs an iconic host. Our insight was simple: if you're visiting The Incredibles mansion, your host shouldn't be generic, it should be legendary.

We partnered with Edna Mode impersonator, Khian Brown, positioning him as the official host and guide to the property, channelling Edna Mode's unmistakable tone, authority, and razor-sharp wit to transform a property walkthrough into a full entertainment moment.

Rather than feeling like an ad, the content felt like an extension of the film's universe, built specifically for social feeds.

We led the full creative direction, from concept development and scripting through to production oversight and an optimised rollout strategy.

Every decision was made to blend character performance with platform-native humour, ensuring the content didn't just reach families, it delighted them.

THE BOX OFFICE RESULTS

Social media analytics graphic showing 146 million views, 21 million likes, 1.4 million saves, and 1.2 million shares with an orange and black design.

Beyond the platform metrics, the campaign broke into the mainstream, picked up by the Daily Mail and talked about across the internet for an entire week, proving the idea travelled far beyond paid media.

Head & Shoulders moved from awareness to conversation, successfully repositioning the brand as relevant, shareable, and genuinely desirable for a new generation. Not just a brand they recognised. A brand they actually wanted to talk about.