The second phase of Airbnb’s global “Live There” campaign from TBWAChiatDay continues with the release of three spots, including this one which encourages travelers not to visit Paris but to live there–staying in a neighborhood and meeting people, experiencing the local attractions and getting a feel for the community via Airbnb. In this case, the experiential virtues of “living” in Paris are extolled as we see a visiting family get a real taste of the City of Lights. The campaign mantra is simply, “Wherever you go, don’t go there–Live there.”
Anna Sandilands and Ewan McNicol of RSA directed all three new spots in the campaign.
CreditsClient Airbnb Agency TBWAChiatDay Stephen Butler, Brent Anderson, Kevin Butler, John Figone, Michael Flannery, Chris Mizutani, Rafael Goncalves, Sarah Johnston, Logan O’Brien, creatives; Tanya LeSieur, Brian O’Rourke, Darryl Hagans, Joseph Haldeman, Dena Moore, Kat Urban, Karen Youngs, Karishma Singh, production. Production RSA Anna Sandilands + Ewan McNicol, directors; Jules Daly, president; Marjie Abrahams, exec producer; Elicia Laport, head of production; Jan Wieringa, Julie Sawyer, line producers; Stephen Strosin, production supervisor; Jim Jolliffe, DP; Thom Murray, global stylist. Editorial Rock Paper Scissors Damion Clayton & Marjorie Sacks, editors; Shada Shariatzadeh, post producer; Mike Spagnoli, assistant editor
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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