You've seen it on Vice. Now experience it on Airbnb.
No items found.
Airbnb Experiences offer travelers an exciting new way to explore. Through handcrafted activities designed and led by local experts, guests are immersed into a city’s culture by the very people who help shape it.
To drive awareness, Airbnb wanted to create a buzz among its core millennial audience. For this set, travel is more than just a destination—it’s about having a cool, authentic experience. So we teamed up with the number one youth media brand in the world: Vice.
Vice is known for serving up loud and immersive stories that drive conversation. Now, for the first time, travelers could experience those stories for themselves—hosted by Vice and exclusively available on Airbnb.
Project
Vice x Airbnb
Brand
Category
PR
Released
Aug 2017
Recognition
Context
Airbnb Experiences offer travelers an exciting new way to explore. Through handcrafted activities designed and led by local experts, guests are immersed into a city’s culture by the very people who help shape it.
To drive awareness, Airbnb wanted to create a buzz among its core millennial audience. For this set, travel is more than just a destination—it’s about having a cool, authentic experience. So we teamed up with the number one youth media brand in the world: Vice.
Vice is known for serving up loud and immersive stories that drive conversation. Now, for the first time, travelers could experience those stories for themselves—hosted by Vice and exclusively available on Airbnb.
more
.webp)
Airbnb
Vice x Airbnb
You've seen it on Vice. Now experience it on Airbnb.
Highlights
Partnership
Commercial
Close Modal
Partnership
Commercial
4 CITIES, 4 ONE-OF-A-KIND EXPERIENCES
From kink in Paris to a booming electronic music scene in Cape Town, Airbnb and Vice curated four bespoke experiences and cross-promoted them on television, digital, product and social.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
Contest
Landing Page
Close Modal
Contest
Landing Page
The campaign drove audiences to a contest that gave participants the chance to win an all-inclusive trip to one of the four Airbnb x Vice experiences, by telling us why they were passionate about its theme. Entries were captured through a custom LP designed and hosted by Airbnb.
We received over 27,000 essay entries from all over the world before narrowing it down to our 100 finalists. See how it all came together in our case film below.
We received over 27,000 essay entries from all over the world before narrowing it down to our 100 finalists. See how it all came together in our case film below.
Winners
We received over 27,000 essay entries from all over the world before narrowing it down to our 100 finalists. See how it all came together in our case film below.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
Partnership
Commercial
4 CITIES, 4 ONE-OF-A-KIND EXPERIENCES
From kink in Paris to a booming electronic music scene in Cape Town, Airbnb and Vice curated four bespoke experiences and cross-promoted them on television, digital, product and social.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
Contest
Landing Page
The campaign drove audiences to a contest that gave participants the chance to win an all-inclusive trip to one of the four Airbnb x Vice experiences, by telling us why they were passionate about its theme. Entries were captured through a custom LP designed and hosted by Airbnb.
We received over 27,000 essay entries from all over the world before narrowing it down to our 100 finalists. See how it all came together in our case film below.
We received over 27,000 essay entries from all over the world before narrowing it down to our 100 finalists. See how it all came together in our case film below.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
