Airbnb Haus @ Sundance Film Festival
Clients: Airbnb / Civic Entertainment
Role: Creative Producer, Programming curator
For the second year, the ‘Airbnb Haus’ on Main Street in Park City, Utah was the home for festival-goers to take a breath and immerse themselves in a creative studio workspace where strangers became new friends. During this nine-day activation, the Haus celebrated a sense of belonging and inspired storytelling by the Airbnb community members and industry leaders visiting for the Sundance Film Festival.
Airbnb used its Leadership-level sponsorship to drive brand awareness and amplify the overarching #OLS campaign through on-site programming and social media interaction. The Haus featured strategic design aspects and programming to facilitate ‘story doing, telling, and sharing’ with programs such as Ivan Cash’s ‘Strangers Drawing Strangers’, McSweeney’s Mad Libs and reviving the Sundance Institute’s Speakeasy.
In the end, the Airbnb Haus increased Airbnb’s credibility among influential creatives, purposeful brand awareness, and legitimacy as a ‘story doing’ platform. Airbnb gained a reputation as the brand that brings belonging and inclusivity to Sundance— as seen through numerous 41K social engagements, 224MM press impressions and nearly 10K total visitors.
Photo: ©Bryan Derballa